DOI QR코드

DOI QR Code

ICT 기반 관광옴니채널에 대한 고객행동분석 -인구통계학적 특성에 따른 통합기술수용모형의 변수를 중심으로-

The Analysis on Customer Behavior of Tourism Omnichannel based upon ICT

  • 박현지 (동명대학교 관광경영학과)
  • 투고 : 2018.04.09
  • 심사 : 2018.06.20
  • 발행 : 2018.06.28

초록

본 연구의 목적은 관광옴니채널의 통합기술수용모형기반 수용태도에 관한 인구통계학적 특성을 파악하는 것이다. 즉, 통합기술수용모형요인에 대한 인구통계적 특성별 차이 혹은 유사점을 발견하고자 한다. 연구의 방법은 이론에 근거한 가설을 설정하여 설문조사를 통한 결과에 의거해서 가설검증을 하는 것이다. 통계방법으로는 통합기술수요모형 요인에 대한 신뢰성 및 타당도를 파악한 후 인구통계적 특성별 차이검증을 위한 t-Test와 ANOVA 통계방법을 적용하였다. 연구분석 결과 1) 관광옴니채널 수용태도에 대한 성별, 연령별, 학력별, 직업별 등에서 차이가 부분적으로 있는 것으로 나타났다. 2) 관광옴니채널 수용태도에 대한 선호 관광정보별 차이는 유의미하지 않은 것으로 나타났다. 인구통계학적 비중이 균등한 표본을 분석한 본 연구의 결과로서 성과기대와 노력기대에 대한 30대의 높은 정도의 긍정은 괄목할 만하다. 이는 향후 관광옴니채널 연구확산의 단초가 될 수 있을 것이다.

This study is focused on analyzing the difference by demographical characteristics of users on acceptance behavior of tourism omnichannel based upon Unified Theory of Acceptance and Use of Technology. Through field survey with 392 respondents, the results are as follows. Partially differences on acceptance behavior are found according to gender, age, education and job as demographic characteristics of tourism omnichannel. And the difference by demographic characteristics on acceptance behavior about preferring tourism information is not significant. However performance expectancy and effort expectancy as factors of UTAUT are significantly positive in thirties group of tourism omnichannel users.

키워드

참고문헌

  1. V. Gupta. (2017). Why the travel industry needs to embrace on omni-channel strategy. https://yourstory.com/2017/12/travel-industry-needs-e mbrace-omni-channel-strategy/
  2. TELUS. (2017). How the travel and hospitality industry can get ahead with omnichannel customer service,https://www.telusinternational.com/articles/trave l-hospitality-omnichannel-customer-service/ower-of-th e-connected-consumer.pdf
  3. D. W. Min. (2016). The Effect of Psychological Disposition on Omni-Channel Shopping in the Age of Digital Convergence : Focusing on Extraversion-Introversion and Varity-Seeking Tendency, Journal of Digital Convergence, 14(1), 91-97. DOI : 10.14400/JDC.2016.14.1.91
  4. H. R. Joo & E. J. Lee. (2016). A Study on the User Acceptance Model of Omni Channel Service Based on Unified Theory of Acceptance and Use of Technology (UTAUT), Family and Environment Research, 54(4), 405-414. https://doi.org/10.6115/fer.2016.031
  5. M. Fishbein & I. AJzen. (1975). Attitudes towards objects as predictors of single and multiple behavioral criteria. Psychology Review, 81(1), 59-75.
  6. Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In J. Kuhl & J. Bechman (Eds.). SSSP Springer Series in Social Psychology, Action-control: From cognition to behavior, 11-39. Heidelberg: Springer.
  7. R. J. Davis. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-349. https://doi.org/10.2307/249008
  8. V. Venkatesh, M. G. Morris, G. B. Davis & F. D. Davis, (2003). Use acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425-478. https://doi.org/10.2307/30036540
  9. H. J. Park, J. H. Park, J. S. Lee, Y. H. Kim, A. S. Oh & B. G. Park. (2017). Analysing the Relationship among Tourism Omnichannel Selecting Factor, Satisfaction and Purchasing Intention on the Tourism Purchasing Stage, Journal of Digital Convergence, 15(10), 173-182. DOI : 10.14400/JDC.2017.15.10.173
  10. H. J. Park & B. G. Park. (2016), The Analysis on the Relationship among Information Search Motivation, Tourism Omni-Channel Satisfaction and Purchase Intention in Data Technology Age, Indian Journal of Science and Technology, 9(40), 1-6.
  11. H. J. Park, J. H. Park, A. S. Oh, Y. H. Kim & B. G. Park. (2016). Analysis of Relationship between Tourism Information Search Motivation, Tourism Omni-Channel Satisfaction. Journal of Digital Convergence, 14(10), 147-158. DOI : 10.14400/JDC.2016.14.10.147
  12. E. A. Lee & J. S. Hwang. (2017). The Effect of Omni-channel Consumers' Pre-purchase Searching Behavior on Post-purchase Satisfaction and Word-of-Mouth, Korean Design Forum, 55, 75-86.
  13. IBM. (2015). Retail Magazine Special Edition. http://www-903.ibm.com/edm/2015_04/HIK/IBMRetailspecialDM_Final.pdf
  14. J. B. Jung, J. H. Huh, H. K. Park & B. S. Shin. (2018). A Study on Acceptance Factors and Market Segmentation of Smart Device-Focused on UTAUT and Personal Innovativeness, Korean Journal of Business Administration, 31(1), 27-47. https://doi.org/10.18032/kaaba.2018.31.1.27
  15. Y. C. Kim & S. R. Jeong. (2013). A Study on Factors that Influence the Usage of Mobile Apps-Based on Flow Theory and Unified Theory of Acceptance and Use of Technology, Journal of Korean Society for Internet Information, 14(4), 73-84.
  16. J. C. Oh. (2010). Factors of Internet Service Acceptance: A Revaluation of UTAUT Model, Korean Management Review, 39(1), 55-79.
  17. Y. S. Wang & W. Y. Shih. (2009). Why do people use information kiosks: A validation of the unified theory of acceptance and use of technology, Government Information Quarterly, 26, 158-165. https://doi.org/10.1016/j.giq.2008.07.001
  18. H. Yoo, M. Y. Kim & O. Kwon. (2008). A study of factors influencing ubiquitous computing service acceptance, The Journal of Korean Institute of CALS/EC, 13(2), 117-147.
  19. K. Y. Chen & M. L. Chang. (2013). User acceptance of NFC mobile phone service: An investigation based on the UTAUT model, The Service Industries Journal, 33(6), 1-15. https://doi.org/10.1080/02642069.2013.746844
  20. T. Zhou, Y. Lu & B. Wang. (2010). Integrating TTF and UTAUT to Explain Mobile Banking User Adoption, Computers in Human Behavior, 2(4), 760-767.
  21. J. Y. Son & I. W. Kang. (2017). A Study on the Applicability of Omni-Channel Service, The e-Business Studies, 10, 19-35.
  22. E. Hirschman. (1980). Innovativeness, novelty seeking, and consumer creativity. Journal of Consumer Research, 7, 283-295. https://doi.org/10.1086/208816
  23. E. L. Slade, Y. K. Dwivedi, N. C. Piercy & M. D. Williams. (2015). Modeling consumers' adoption intentions of remote mobile payments in the United Kingdom: extending UTAUT with innovativeness, risk, and trust, Psychology and Marketing, 32(8), 860-873. https://doi.org/10.1002/mar.20823
  24. I. S, Park & H. C, An. (2012). A Study on the User Acceptance Model of Mobile Credit Card Service based on UTAUT, The e-business studies, 13(3), 551-574. https://doi.org/10.15719/geba.13.3.201209.551
  25. J. B. Jung, J. H. Her, H. K, Park & B. S. Shin. (2018). Study on Acceptance Factors and Market Segmentation of Smart Device : Focused on UTAUT and Personal Innovativeness, The Korean Academic Association of Business Administration, 31(1), 27-47. http://doi.org/10.18032/kaaba.2018.31.1.27
  26. Y. J. Son & I. W. Kang. (2017). A Study on Applicability of Omni-Channel Service, The e-Business Studies, 18(5), 19-35. DOI :10.20462/TeBS.2017.10.18.5.19
  27. J. M. Lee & J. Y. Rha (2012). Consumers' Channel Choice and Channel Positioning in Multichannel Environment, Consumer Problem Research, 42(April), 143-169.
  28. V. Kumar. and Rajkumar Venkatesan (2005), Who are the Multichannel Shoppers and How do they Perform?: Correlates of Multichannel Shopping Behavior, Journal of Interactive Marketing, 19(2), 44-62. https://doi.org/10.1002/dir.20034
  29. T. L. Kushwaha and S. Venkatesh (2008). Optimal Multichannel Allocation of Marketing Efforts by Customer-Channel Segment, Working Paper, Texas A&M University, College Station, TX 7785. Montoya-Weiss, Mitzi M., Glenn
  30. J. H. Kim, & H. S, Kim (2006). An Empirical Study on Consumers' Product Information Gathering Characteristics and Satisfaction in Health Insurance Consumption, Insurence development and research, 47, 71-102.
  31. P. C. Verhoef, A. N. Scott & B. Vroomen. (2007). Multichannel customer management: Understanding the research-shopper phenomenon, Journal of Research in Marketing, 24, 129-148. https://doi.org/10.1016/j.ijresmar.2006.11.002
  32. Y. H. Joo & S. J. Yang. (2008). Information Search and Purchase Behavior Across In-Home Shopping Channels, Journal of Channel and Retailing, 13(3), 27-54.
  33. K. O. Ha, J. H, Lee & S. H. Hwang. (2015). A Study on Consumer's Shopping Channel Choice according to Consumer Purchase Characteristics, Journal of Channel and Retailing, 20(4), 177-199.
  34. W. J. Park. (2010). A Study on the Broadcasting Digital Switchover Policy and Demographical Characteristic, Journal of Communication Science, 10(3), 255-290.
  35. G. J. Kim & B. S. Lee. (2011). The Exploratory Study on the Easiness of Using Smart Phone Applications for Searching Food Service Information: Focusing on Consumer Characteristics, Culinary Science & Hospitality Research, 17(5), 108-121. https://doi.org/10.20878/cshr.2011.17.5.008008008
  36. H. S. Kim, M. S. Lee & J. W. Seo. (2015). An Analysis of the Middle-aged Adults' Mobile Information Behavior Focused on their Demographic Characteristics, Journal of the Korean Society for Library and Information Science, 49(2), 335-353. https://doi.org/10.4275/KSLIS.2015.49.2.335
  37. S. J. An & W. S. Seo. (2016). Exploring The Moderating Effects of Innovation Resistance on Consumer's Intention to Use of Keyless System in Hotel, Korean Journal of Hospitality & Tourism, 25(7), 211-229.
  38. H. M. Jeon & H. M. Choi. (2017). Consumer's Acceptance on Mobile Delivery App Service - Focused on UTAUT2, Food Service Industry Journal, 13(1), 67-82.