Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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Analysing the Relationship among Tourism Omnichannel Selecting Factor, Satisfaction and Purchasing Intention on the Tourism Purchasing Stage

관광구매단계에서의 관광옴니채널 선택요인, 만족도, 구매의도 등에 관한 영향관계 분석

  • 박현지 (동명대학교 관광경영학과) ;
  • 박중환 (동명대학교 관광경영학과) ;
  • 이정실 (동명대학교 관광경영학과) ;
  • 김영하 (동명대학교 관광경영학과) ;
  • 오암석 (동명대학교 미디어공학과) ;
  • 박봉규 (동의대학교 호텔컨벤션경영학과)
  • Received : 2017.08.28
  • Accepted : 2017.10.20
  • Published : 2017.10.28
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Abstract

On the tourism purchasing stage, this study is focused on analyzing the relationship among tourism omnichannel selecting factor, satisfaction and purchasing intention considering the moderator effects of tourism experience and perceived risk. Based upon antecedent studies and literature about tourism omnichannel, We presented the study model and hypotheses. For the accurate analysis, we did field survey with 400 respondents. The results are as follows. First, the positive relationship are found between channel selecting factors during purchasing and tourism omnichannel satisfaction. Secondly there is a positive relationship between tourism omni-channel satisfaction and tourism purchasing intention. Thirdly tourism experience is proved as a positive moderating effect between channel selecting factors during purchasing and tourism omni-channel satisfaction. But the moderating effect of perceived risk is negative between them.

본 연구의 목적은 관광의 상품적 특성을 고려하여 관광옴니채널의 구매단계에 대한 실증분석을 통한 이론적 실무적 시사점을 제공하자 함이다. 연구의 절차 및 방법은 이론적 연구에 의거하여 가설 설정하며 설문조사를 통한 실증분석을 하는 것이다. 연구분석 결과로서 1) 구매단계에서의 관광옴니채널의 선택요인과 만족도간에는 긍정적 영향관계가 있으며, 2) 관광객의 옴니채널에 대한 만족도가 높을수록 관광상품에 대한 구매의도는 높아지며, 3) 관광옴니채널 선택요인(편의성, 신뢰성)과 만족도간의 관계에 대하여 관광경험은 정(+)의 조절 역할을 하며, 4) 관광옴니채널 선택요인(신뢰성)과 만족도간의 관계에서 재무적 위험은 부(-)의 조절 역할을 하는 것으로 나타났다. 이상과 같은 실증분석결과는 편의성과 경험을 중시하는 일반적인 옴니채널의 지식체계를 관광분야로 확장시켰다는 점에서 본 연구의 의의를 가질 수 있겠다. 향후는 관광옴니채널이 발달함에 따라 보다 다양한 변수와 설문체계가 적용된 분석이 이루어져야 할 것이다.

Keywords

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