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온라인 여행사에서 소비자의 충동구매에 대한 기술 준비성 및 어플리케이션 품질의 영향

The Effects of Technology Readiness and Application Quality on a Consumers’ Urge to Buy Impulsively in Online Travel Agency

정희정|최봉|이현애|엄태휘
한국기업경영학회 (Korean Corporation Management Association)|2019.02|기업경영연구 (Korean Corporation Management Review)|제26권 제1호|pp. 61-79

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참고문헌

키워드

온라인 여행사IS Success Model기술 준비도충동구매 행동Online Travel Agency(OTA)IS Success 모델Impulsive Buying BehaviourTechnology Readiness Index
주제분류경영학

초록

대부분의 온라인 여행사(OTA)가 스마트폰 어플리케이션을 운영함에 따라 소비자는 언제 어디서나 편리하고 빠르게 여행 관련 상품을 예약하거나 구매할 수 있다. 그러나 이러한 구매환경은 전통적 방식이 아니기 때문에 소비자에게 기술적인 부분을 요구할 수 있다. 그럼에도 불구하고 모바일 환경에서의 충동구매를 소비자가 기술에 대하여 얼마나 알고 있는지 또는 어플리케이션의 품질이 어떠한 영향을 미칠지를 고려하여 진행한 연구는 없었다. 따라서 본 연구는 소비자가 익숙한 모바일 거래 환경에서 충동구매가 발생할 수 있다는 추론을 기반으로, 충동적 구매 욕구에 대한 어플리케이션 품질 및 소비자의 기술 준비도(TRI)의 영향을 검증했다. 추가적으로 소비자의 TRI가 어플리케이션의 품질과 충동적 구매 욕구에 있어 어떠한 조절 효과를 가질지를 확인하였다. 결과는 TRI와 어플리케이션 품질이 충동구매에 대한 소비자의 욕구에 유의한 정(+)의 영향을 미친다는 것을 나타냈다. 또한 TRI는 어플리케이션 품질이 소비자의 충동적 구매 욕구에 미치는 영향력을 강화시키는 것으로 밝혀졌다. 논문은 해당 결과를 바탕으로 이론적 시사점 및 OTA에 실무적 시사점을 제안했다.

Abstract

As a considerable number of online travel agency (OTA) have launched their smartphone applications, consumers can book travel products conveniently and impulsively at anytime and anywhere. However, since this purchasing environment is not a traditional way, it can require a technical part to the consumer. Nevertheless, there have been no studies on impulse buying in the mobile environment that considering how much consumers know about technology and the impact of application quality. Based on the inference that impulsive buying in application environment can occur when a consumer is familiar with using it, this study verified the impacts of application quality and consumers’ technology readiness on urge to buy impulsively. In addition, we confirmed that the consumer's TRI had some moderating effect between the application quality and impulse buying. The results showed that technology readiness and application quality influences consumer urge to buy impulsively. Furthermore, technology readiness was found to reinforce the impact of application quality. Based on these results, we proposed the theoretical and practical implications.

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