The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
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The Effect of Online Travel Agency's Recommendation Information on Purchase Decision Making and Reuse Intention

온라인 여행사의 추천정보가 구매의사결정과 재사용의도에 미치는 영향

  • 정남호 (경희대학교 호텔경영학과) ;
  • 엄태휘 (경희대학교 호텔경영학과)
  • Received : 2017.07.31
  • Accepted : 2017.09.28
  • Published : 2017.09.29
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Abstract

Purpose The purpose of this study is to investigate how OTA recommendation influences users' purchase decision making and reuse intention based on the users' destination type. And we compare the results of domestic destination and overseas destination. Design/methodology/approach This research model was designed with the recommendation elements of OTA. And this study conducted an empirical analysis using self-administered questionnaires. The target of the analysis is an individual who has purchased hotel rooms through the OTA for the past one year. A total of 374 usable data were collected (177 domestic respondents and 197 overseas respondents) and analyzed using partial least squares analysis using Smart-PLS 3.0. Findings Two OTA recommendation characteristics - recommendation accuracy and recommendation objectivity were significant in overall model. And easy of decision making was significantly affect to OTA reuse intention. Also, only recommendation accuracy variable was revealed to significant moderating variable between domestic model and overseas model.

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References

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