온라인 여행사의 초기신뢰집단과 성숙신뢰집단의 차이: 중국 씨트립 이용자를 대상으로
Comparison between Initial and Mature Trust Group of OTA: A Case Study of C-Trip Users
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초록
The purpose of this study is to examine the differences between initial trust group and mature trust group of online travel agencies. For empirical study, an on-line survey was conducted during the period from October, 2018 to January, 2019. Respondents are Chinese people who know about C-trip, an well known on-line travel agency in China. After data cleaning process, a total number of 328 usable responses were used for final data analysis. The results indicate that initial and mature trust group of C-trip differ significantly in gender composition, use experience of C-trip, trust level in all four different factors, and continuous use intention of C-trip. The use pattern of C-trip, however, is not statistically different between two groups. Theoretical and empirical implications with directions for future study are addressed.
Abstract
The purpose of this study is to examine the differences between initial trust group and mature trust group of online travel agencies. For empirical study, an on-line survey was conducted during the period from October, 2018 to January, 2019. Respondents are Chinese people who know about C-trip, an well known on-line travel agency in China. After data cleaning process, a total number of 328 usable responses were used for final data analysis. The results indicate that initial and mature trust group of C-trip differ significantly in gender composition, use experience of C-trip, trust level in all four different factors, and continuous use intention of C-trip. The use pattern of C-trip, however, is not statistically different between two groups. Theoretical and empirical implications with directions for future study are addressed.
참고문헌 (32)
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