OTA의 호텔객실상품에 대한 소비자 행동의도에 관한 연구 - 정교화가능성모델(ELM)을 중심으로 -
Consumers’ Behavioral Intention on an OTA’s Hotel Room Product - Focusing on Elaboration Likelihood Model(ELM) -
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In the past, information about travel destinations, transportation, and accommodations was only accessible through offline travel agencies. However, with the advancement of technology, modern consumers can now obtain this information with just a few clicks, leading to a decline in visits to offline travel agencies. This study aims to explore key variables that influence the processing of diverse information between online travel agencies and consumers. Specifically, it examines the causal relationships among information quality, the reliability of information providers, information utility, and consumers’ behavioral intentions through the Elaboration Likelihood Model (ELM). The findings of this study have both academic and practical significance in understanding consumer behavioral intentions toward hotel products via OTAs. The insights gained can help hotel marketers better comprehend consumers’ decision-making processes and psychological states when selecting accommodations through online platforms. And Sample for this study are Korean adults who have previous experience in purchasing a hotel accommodation through OTA.
Abstract
In the past, information about travel destinations, transportation, and accommodations was only accessible through offline travel agencies. However, with the advancement of technology, modern consumers can now obtain this information with just a few clicks, leading to a decline in visits to offline travel agencies. This study aims to explore key variables that influence the processing of diverse information between online travel agencies and consumers. Specifically, it examines the causal relationships among information quality, the reliability of information providers, information utility, and consumers’ behavioral intentions through the Elaboration Likelihood Model (ELM). The findings of this study have both academic and practical significance in understanding consumer behavioral intentions toward hotel products via OTAs. The insights gained can help hotel marketers better comprehend consumers’ decision-making processes and psychological states when selecting accommodations through online platforms. And Sample for this study are Korean adults who have previous experience in purchasing a hotel accommodation through OTA.