전자상거래를 통한 여행상품 판매 특성이소비자 구매 의도에 미치는 영향
The impact of travel product sales characteristics through e-commerce on consumer purchase intention
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인터넷 기술의 발전과 5G 보급으로 전자상거래 라이브 방송은 새로운 판매 방식으로 빠르게 성장했으며, 특히 여행상품 분야에서 중요한 역할을 하고 있다. 실시간 스트리밍은 소비자가 제품을 직관적으로 이해하고, 신뢰를 형성하는 데 중요한 요소로 작용하며, 이는 소비자의 구매 의도에 큰 영향을 미친다. 본 연구는 기술수용모델(TAM)을 통해 전자상거래 라이브 방송이 소비자의 여행상품 구매 의도에 미치는 주요 요인을 분석하였다. 제품 품질, 할인 정도, 진실성, 상호작용성이 소비자의 지각된 유용성 및 지각된 용이성에 긍정적인 영향을 미쳤으며, 이는 소비자의 거래 신뢰도 및 구매 의도를 강화하는 결과를 가져왔다. 또한, 전자상거래 플랫폼과 호스트, 공급업체 간의 협력은 소비자 요구를 충족시키고, 그로 인해 거래 활성화와 구매 의도 증대에 중요한 역할을 한다. 본 연구는 전자상거래 라이브 방송의 발전이 소비자 행동 및 금융 거래에서 중요한 변화를 일으키고 있음을 시사하며, 향후 전자상거래 분야의 거래 방식 혁신과 금융 소비 패턴의 변화를 이해하는 데 기여할 수 있다.
Abstract
Purpose : This study aims to identify key factors influencing consumers' purchase intentions for tourism products through e-commerce by analyzing product characteristics and live streaming functions using the Technology Acceptance Model (TAM). Method : Data was collected through a survey focusing on four stimulus factors—product quality, discount level, authenticity, and interactivity—and their effects on perceived usefulness and perceived ease of use. Statistical analysis was then performed for empirical validation. Result : Findings show that product quality, discount level, authenticity, and interactivity positively impact perceived usefulness and perceived ease of use, both of which significantly enhance consumer purchase intentions. Conclusion : Platforms, hosts, and suppliers are essential in boosting purchase intentions; platforms should optimize user experience, hosts should build trust, and suppliers must maintain quality and effective promotions. Collaboration among these parties effectively addresses consumer needs and strengthens purchasing intentions..
참고문헌 (24)
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