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논문KCI 등재

항공·숙박앱에서 리뷰의 신뢰성과 유용성에 대한 소비자의 지각이 구매의도에 미치는 영향

The Effects of Consumers’ Perception of Credibility and Usefulness of Reviews on Purchase Intention in Aviation·Lodging Applications

김용순|황지혜
한국호텔리조트학회 (Korea Hotel & Resort Association)|2022.12|호텔리조트연구 (Journal of Hotel & Resort)|제21권 제6호|pp. 45-62

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참고문헌

키워드

Perceived UsefulnessPurchase IntentionPerceived CredibilityReviews Adoption
주제분류관광학

초록

This study places the focus on the structural relationships among perceived credibility, perceived usefulness, the adoption of online reviews and purchase intention. For the purpose of this study, I built up both model researches and hypotheses, and then examined the hypotheses. The empirical analysis using SPSS 27.0 was performed. The results are summarized as follows: First, both perceived credibility and perceived usefulness have significant relationships with consumers’ adoption of online reviews. Second, perceived credibility and perceived usefulness together increase the likelihood of consumer purchase intention. Third, the adoption of online reviews has a positive impact on consumer purchase intention. Forth, perceived credibility has a positive impact on perceived usefulness. This empirical study can enable managers to better understand the effects of online reviews on consumer purchase behaviors. Finally I suggested the summary, the implications and the limitations of the research results with the future tasks.

Abstract

This study places the focus on the structural relationships among perceived credibility, perceived usefulness, the adoption of online reviews and purchase intention. For the purpose of this study, I built up both model researches and hypotheses, and then examined the hypotheses. The empirical analysis using SPSS 27.0 was performed. The results are summarized as follows: First, both perceived credibility and perceived usefulness have significant relationships with consumers’ adoption of online reviews. Second, perceived credibility and perceived usefulness together increase the likelihood of consumer purchase intention. Third, the adoption of online reviews has a positive impact on consumer purchase intention. Forth, perceived credibility has a positive impact on perceived usefulness. This empirical study can enable managers to better understand the effects of online reviews on consumer purchase behaviors. Finally I suggested the summary, the implications and the limitations of the research results with the future tasks.

참고문헌 (50)

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