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논문

여행상품 번들의 메시지 프레이밍이 구매의도에 미치는 영향연구-품질불확실성의 조절효과를 중심으로

Effect of the Message Framing of Travel Products Bundles on Intention to Purchase - regulation effects of quality uncertainty

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pp. 25-42

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참고문헌

키워드

번들(bundles)메시지 프레이밍(message framing)구매의도(intention to purchase)품질 불확실성(quality uncertainty)

초록

This paper examines the method of selecting the messages used to describe travel product bundles. Specifically, the types of messages used to describe preferred travel product bundles were identified, and the relationship between each type of message and the intention to purchase was evaluated, keeping in mind the moderating effects of quality uncertainty, which affects this relationship. In order to do this, a virtual scenario was presented in which “95% of the customers who purchased the product were satisfied (positive)” and “5% of the customers were dissatisfied (negative).” Between these two framing types, the preferred product was selected. A total of 302 samples were collected using a non-probability sampling method known as snowball sampling. To analyze the samples, correlation analysis, factor analysis, frequency analysis, and reliability coefficient calculation (Cronbach’s α) were conducted in order to verify the reliability and validity of the variables. For hypothesis testing, dummy variable and hierarchical regression analyses were conducted. Based on the analyses results, the implications and limitations of the study were presented.

Abstract

This paper examines the method of selecting the messages used to describe travel product bundles. Specifically, the types of messages used to describe preferred travel product bundles were identified, and the relationship between each type of message and the intention to purchase was evaluated, keeping in mind the moderating effects of quality uncertainty, which affects this relationship. In order to do this, a virtual scenario was presented in which “95% of the customers who purchased the product were satisfied (positive)” and “5% of the customers were dissatisfied (negative).” Between these two framing types, the preferred product was selected. A total of 302 samples were collected using a non-probability sampling method known as snowball sampling. To analyze the samples, correlation analysis, factor analysis, frequency analysis, and reliability coefficient calculation (Cronbach’s α) were conducted in order to verify the reliability and validity of the variables. For hypothesis testing, dummy variable and hierarchical regression analyses were conducted. Based on the analyses results, the implications and limitations of the study were presented.

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