여행상품에서 라이프스타일이 호감도, 신뢰 및 구매의도에 미치는 영향
Effects of Lifestyle on Trust and Purchase Intention in Travel Products
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The purpose of this study was to investigate the effects of lifestyle on likability and trust and the effects of trust on likability and the effects of likability and trust on purchase intention in travel products. In this study, lifestyle was divided into price orientation, quality orientation, brand orientation and ostentation orientation. The sample of this study were Daegu citizens who would intent to go sightseeing to Japan. The research findings were firstly, lifestyle affects likability and trust, and secondly, trust affected likability and thirdly, likability and trust affected purchase intention in travel products. The research findings implied that travel agency should provide exact information to consumer prior to travel to tourist destination.
Abstract
The purpose of this study was to investigate the effects of lifestyle on likability and trust and the effects of trust on likability and the effects of likability and trust on purchase intention in travel products. In this study, lifestyle was divided into price orientation, quality orientation, brand orientation and ostentation orientation. The sample of this study were Daegu citizens who would intent to go sightseeing to Japan. The research findings were firstly, lifestyle affects likability and trust, and secondly, trust affected likability and thirdly, likability and trust affected purchase intention in travel products. The research findings implied that travel agency should provide exact information to consumer prior to travel to tourist destination.