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초록보기
본 연구의 목적은 관광의 상품적 특성을 고려하여 관광옴니채널의 구매단계에 대한 실증분석을 통한 이론적·실무적 시사점을 제공하자 함이다. 연구의 절차 및 방법은 이론적 연구에 의거하여 가설 설정하며 설문조사를 통한 실증분석을 하는 것이다. 연구분석 결과로서 1) 구매단계에서의 관광옴니채널의 선택요인과 만족도간에는 긍정적 영향관계가 있으며, 2) 관광객의 옴니채널에 대한 만족도가 높을수록 관광상품에 대한 구매의도는 높아지며, 3) 관광옴니채널 선택요인(편의성, 신뢰성)과 만족도간의 관계에 대하여 관광경험은 정(+)의 조절 역할을 하며, 4) 관광옴니채널 선택요인(신뢰성)과 만족도간의 관계에서 재무적 위험은 부(-)의 조절 역할을 하는 것으로 나타났다. 이상과 같은 실증분석결과는 편의성과 경험을 중시하는 일반적인 옴니채널의 지식체계를 관광분야로 확장시켰다는 점에서 본 연구의 의의를 가질 수 있겠다. 향후는 관광옴니채널이 발달함에 따라 보다 다양한 변수와 설문체계가 적용된 분석이 이루어져야 할 것이다.
On the tourism purchasing stage, this study is focused on analyzing the relationship among tourism omnichannel selecting factor, satisfaction and purchasing intention considering the moderator effects of tourism experience and perceived risk. Based upon antecedent studies and literature about tourism omnichannel, We presented the study model and hypotheses. For the accurate analysis, we did field survey with 400 respondents. The results are as follows. First, the positive relationship are found between channel selecting factors during purchasing and tourism omnichannel satisfaction. Secondly there is a positive relationship between tourism omni-channel satisfaction and tourism purchasing intention. Thirdly tourism experience is proved as a positive moderating effect between channel selecting factors during purchasing and tourism omni-channel satisfaction. But the moderating effect of perceived risk is negative between them.
On the tourism purchasing stage, this study is focused on analyzing the relationship among tourism omnichannel selecting factor, satisfaction and purchasing intention considering the moderator effects of tourism experience and perceived risk. Based upon antecedent studies and literature about tourism omnichannel, We presented the study model and hypotheses. For the accurate analysis, we did field survey with 400 respondents. The results are as follows. First, the positive relationship are found between channel selecting factors during purchasing and tourism omnichannel satisfaction. Secondly there is a positive relationship between tourism omni-channel satisfaction and tourism purchasing intention. Thirdly tourism experience is proved as a positive moderating effect between channel selecting factors during purchasing and tourism omni-channel satisfaction. But the moderating effect of perceived risk is negative between them.
권호기사
참고문헌 (38건) : 자료제공( 네이버학술정보 )
| 번호 | 참고문헌 | 국회도서관 소장유무 |
|---|---|---|
| 1 | HelloT, “Report of Inspecting American Omnichannel on Spring 2016”, Monthly Auto Perception·Security, Vol.22 EXPERT Column. p. 15. 2017. | 미소장 |
| 2 | Deloitte, “The omnichannel opportunity Unlocking the power of the connected consumer”, http://www 2.deloitte.com/ content/dam/Deloitte/uk/Documents/consumer-business/unlocking-the-power-of-the-c onnected-consumer.pdf, pp. 1-35. January 2014. | 미소장 |
| 3 | E. A. Lee & J. S. Hwang “The Effect of Omni-channel Consumers’ Pre-purchase Searching Behavior on Post-purchase Satisfaction and Word-of-Mouth”, Korean Design Forum, Vol. 55, No. 0, pp.75-86. 2017. | 미소장 |
| 4 | ADOP, “2017 Online Marketing Trend”, http://www.adop.cc/marketingtrend2017. 2017. | 미소장 |
| 5 | IBM, Retail Magazine Special Edition, http://www-903.ibm.com/edm/2015_04/HIK/IBMRe tailspecialDM_Final.pdf, pp.1-29. 2015. | 미소장 |
| 6 | The Preference of Consumers for Channel in Saving Insurance & Coverage Insurance: Based on the Decision Making Process for Purchase | 소장 |
| 7 | The Analysis on the Relationship among Information Search Motivation, Tourism Omni-Channel Satisfaction and Purchase Intention in Data Technology Age  |
미소장 |
| 8 | Analysis of Relationship between Tourism Information Search Motivation, Tourism Omni-Channel Satisfaction : Considering the Moderator Effects of Tourism Experience and Perceived Risk | 소장 |
| 9 | Y. S. Chi, “The Effects of Consumer’s Subjective Perception of Omni-Channel Commerce on Shopping Channel Switching Intention : Focused on the Comparison between Korea and China”. The Graduate School of Soongsil University, Doctorial Thesis, pp. 20-35, 2016. | 미소장 |
| 10 | From Multi-Channel Retailing to Omni-Channel Retailing: Introduction to the Special Issue on Multi-Channel Retailing |
미소장 |
| 11 | (A)study on Consumer's Shopping Channel Choice according to Consumer Purchase Characteristics | 소장 |
| 12 | S. J. Kim & M. Kim, “A study on consequences brought by digital environment alteration in OMNI channel and brand experience”, The Treatise on The Plastic Media, Vol. 19, No. 1, pp. 41-49, 2016. | 미소장 |
| 13 | Introduction to the Special Issue Information Technology in Retail: Toward Omnichannel Retailing |
미소장 |
| 14 | J. R. Park, H. J. Park & S. D. Kwon, “The Effects of Consumer Characteristics on the Perceived Importance of Omni Channel Service Attributes and Usage Intention”. Korean Corporation Management Review, Vol. 23, No. 6, pp. 73-90, 2016. | 미소장 |
| 15 | (A)Study on the Effects of Solely Operated Beauty Salon's Relational Benefits on Recommendation and Defection Intentions : Mediating Effects of Customer Satisfaction | 소장 |
| 16 | Customer repurchase intention:A general structural equation model |
미소장 |
| 17 | Effects on the System, Contents, and Service Quality of e-book User Purchase | 소장 |
| 18 | A framework for comparing customer satisfaction across individuals and product categories |
미소장 |
| 19 | A Study on the User Acceptance Model of Omni Channel Service Based on Unified Theory of Acceptance and Use of Technology (UTAUT) | 소장 |
| 20 | A Study on the Consumers` Perceptions and Behavioral Characteristics toward Fashion Products in Omni-channel Retailing | 소장 |
| 21 | Digital Retail Trend, http://digitalretail.co.kr, 2016. | 미소장 |
| 22 | Service Design in Airport for Sharing the Cultural Difference Among Tourists | 소장 |
| 23 | L. Laura, "What Is Perceived Risk and How Can We Overcome It With Messaging?". www.thebalance.com, 2017. | 미소장 |
| 24 | Ha, H., “Effects of Online Consumer’s Perceived Risk on Two Types of Intention: The Moderating Role of Social Network Services” Journal of Korean Service Management Society, Vo.l 12, No. 2, pp. 121-143, 2011. | 미소장 |
| 25 | Internationalization patterns of multinational lodging firms in Brazil |
미소장 |
| 26 | Forsythe, S. M. and Shi, B., "Consumer Patronage and Risk Perceptions in Internet Shopping", Journal of Business Research, Vol. 56, No. 11, pp. 867-875. 2013. | 미소장 |
| 27 | A Study on the Decision Making Process of Insurance Consumer: A Grounded Theory Approach | 소장 |
| 28 | (The)Influence of Tourist's Ethical Consumption Concept on Fair Tourism Attitude and Purchasing Intention of Fair Tourism on Tourism Social Media : Considering Risk Perception of Ethical Consumption as the Mediator | 소장 |
| 29 | A. B. Sculley, & W. A Woods, "B2B Exchanges:The Killer Application in the Business-to-Business Internet Revolution". New York: Harper Business, pp. 4-7, 1999. | 미소장 |
| 30 | 구매채널에 따른 외식소비자의 경험적 가치가채널만족 및 채널충성도에 미치는 영향 |
미소장 |
| 31 | (A)Study on the Relationship among Social Support, Self Expression, Tourism Experience and Tourism SNS Use Intention : Moderating Effect of Tourism SNS Usage Purpose | 소장 |
| 32 | The Effects of Environment-Friendly Agricultural Product Cues on Customer Satisfaction and Purchasing Intention -The Moderating Effect of Prior Knowledge - | 소장 |
| 33 | Multi-channel shopping: understanding what drives channel choice |
미소장 |
| 34 | (The)Effect of Psychological Disposition on Omni-Channel Shopping in the Age of Digital Convergence : Focusing on Extraversion-Introversion and Variety-Seeking Tendency | 소장 |
| 35 | J. S. Oh, J. I. Shin, D. U. Kim & K. H. Chung, Ki-Han, “The Relationship among Perceived Value, Customer Satisfaction, and Repurchase Intention of Private Brand: The Moderating Roles of Retailer Reputation and Perceived Risk”, Korea Research Academy of Distribution and Management Review, Vol. 16, No. 5, pp. 15-28, 2013. | 미소장 |
| 36 | Y. S. Kim, “Fashion shoppers’ perceived risk and satisfaction at overseas online malls based on their internet shopping values” The Research Journal of the Costume Culture, Vol. 24, No. 1 pp. 41-53, 2016. | 미소장 |
| 37 | The Effects of Products Characteristics, Consumers Characteristics on Products Attitudes and Purchasing Intention of Import Agency Shopping Malls –Focused on the Moderating Effect of Perceived Risk– | 소장 |
| 38 | S. B. Kong, "Relationship between Smartphone Information Searching for Leisure, User Satisfaction, and continued usage intention." Korean Society of Sports Science, Vol. 23, No. 3, pp. 93-101, 2014. | 미소장 |
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