개인의 기술준비도가 소셜커머스 내 여행상품 평가에 미치는 영향
The Effect of Individuals’ Technology Readiness on the Evaluation of Travel Products in Social Commerce
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최근 web 2.0 환경과 맞물려 SNS의 확산과 소비자 참여가 증가함에 따라 소셜커머스가 새로운 유통모델로 자리잡고 있다. 이에 본 연구는 소셜커머스 내 판매되고 있는 여행상품의 평가에 영향을 줄 수 있는 요인들을 다차원적으로 모색하였다. 본 연구에서는 개인의 기술준비도(높음/낮음)에 따른 소셜커머스 내 여행상품 평가에 미치는 영향에 대해 알아보았다. 또한 이러한 개인의 기술준비도에 따른 여행상품 평가의 효과 차이에 조절적 역할을 하는 요인으로 여행사의 시장지위(높음/낮음)라는 변수에 대해서 살펴보았다. 실험결과, 개인의 기술준비도가 낮을 때보다 높을 때 소셜커머스 내 여행상품에 대하여 더 긍정적인 평가를 하는 것으로 나타났다. 또한 이러한 기술준비도에 따른 소셜커머스 내 여행상품의 평가는 여행사의 시장지위가 높을 때보다 낮을 때 더욱 크게 나타났다.
Abstract
Recently, along with the web 2.0 environment, as SNS and consumer participation have beenexpanded, social commerce is being settled as a new distribution model. Thereupon, this studygroped for the factors affecting the evaluation of travel products being sold in social commercemultilaterally. This article examined the effects of individuals’ technology readiness (high/low) on theevaluation of travel products in social commerce. Also, as the factors playing moderating rolesin the difference of the effects of travel product evaluation according to the individuals’ technologyreadiness, this study examined the variable, the market position (high/low) of travel agencies. According to the result of the experiment, when individuals’ technology readiness is high,there is more positive evaluation on the travel products in social commerce than it is low. Furthermore, the evaluation of travel products in social commerce according to that technologyreadiness is even greater when the market position of travel agencies is low than high.
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