온라인 여행 폴랫폼이 사용자의 구매의사에 미치는 영향기제에 관한 연구
A Study on the Influence Mechanism of Online Tourism Platform Users’ Purchase Intention
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연구 목적: 본 연구의 목적은 온라인 여행 플랫폼에서 작용하는 착근성 이론(embeddedness theory)을 탐색하여 마케터에게 사용자와 온라인 플랫폼 간의 연결 관계에 참고적 자료를 제공하는 것이다. 연구 방법: 본 연구는 자극-상태-반응(SOR: stimulus-organism-response) 이론 모델을 토대로 진행되었다. 구매 의사에 영향을 미치는 온라인 여행 플랫폼에서 출발하였고 또 착근성 이론을 기반으로 착근성(관계 품질과 관계 강도)이 구매 의사에 미치는 영향을 연구하였다. 연구 내용: 본 연구에서는 가설을 검증하기 위해 374명의 사용자를 대상으로 온라인 플랫폼 사용 정도에 대해 설문조사를 진행하였다. 또 Mplus를 이용하여 모형을 구축하였으며 동시에 실증 검정을 진행하였다. 결론 및 제언: 연구 결과에 따르면 관계 품질은 구매 의사에 미치는 영향은 인지적 가치가 중개 하며 관계 강도는 구매 의사에 현저한 영향을 미쳤다. 본 연구는 이론적 모델을 제안하였다. 플랫폼 관리자에게 서비스 개선하는 데 학문적 지도를 제공할 수 있다.
Abstract
The study aims to explore the application of the Embeddedness theory in online tourism platforms. It can provide a reference for marketing practitioners to focus on the inter-embedded relationship between users and online tourism platforms. The study is based on the stimulus-organism-response theoretical model. Starting from the online tourism platform that affects the purchase intention. Based on the Embeddedness theory, this study discusses the influence of relationship embeddedness (relationship quality and relationship strength) on purchase intention. To test the hypothesis, this study conducted a questionnaire survey on the use of online tourism platforms by 374 users. The results show that the influence of relationship quality on purchase intention needs to be mediated by perceived value. Relationship strength has a direct and significant impact on purchase intention. This study proposes a theoretical model that gives academic guidelines to platform managers to improve their services.
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