해외박람회 전문여행사 웹사이트의 E-서비스품질이 신뢰와 만족 및 구매의도에 미치는 영향
The Effects of Website's e-Service Quality of Exhibition Travel Agencies on Trust, Satisfaction and Purchase Intention
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This study is aims to examine the effects of the website's e-Service Quality of Exhibition Travel Agencies on Trust, Satisfaction and Purchase Intention. To achieve the purpose, the questionnaires, total 180, were distributed for 2 weeks to users who have experienced visiting websites of Exhibition Travel Agencies and purhcasing the travel products but finally 173 valid samples were analyzed by SPSS for window Ver 21.0. The following results were obtained. First, the three factors, ‘informative', 'responsiveness', 'security', were drawn by factor analysis for the website's e-service quality of exhibition travel agencies scale. Second, these three factors in e-service quality effected on trust. It means that the higher the website's e-service quality, the higher the trust. Third, trust effects on satisfaction and purchase intention too. Directions for further research on e-service quality of travel agency are offered. Managerial implications stemming from the empirical findings about this study are also discussed.
Abstract
This study is aims to examine the effects of the website's e-Service Quality of Exhibition Travel Agencies on Trust, Satisfaction and Purchase Intention. To achieve the purpose, the questionnaires, total 180, were distributed for 2 weeks to users who have experienced visiting websites of Exhibition Travel Agencies and purhcasing the travel products but finally 173 valid samples were analyzed by SPSS for window Ver 21.0. The following results were obtained. First, the three factors, ‘informative', 'responsiveness', 'security', were drawn by factor analysis for the website's e-service quality of exhibition travel agencies scale. Second, these three factors in e-service quality effected on trust. It means that the higher the website's e-service quality, the higher the trust. Third, trust effects on satisfaction and purchase intention too. Directions for further research on e-service quality of travel agency are offered. Managerial implications stemming from the empirical findings about this study are also discussed.
참고문헌 (39)
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