Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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The Study on the Moderating Effect of Regulatory Focus on Tourism Social Commerce: Focused on the Relationship among Customer Value, Satisfaction and Continuous Use Intention

관광소셜커머스상의 관광객 조절초점의 조절효과에 대한 연구: 고객가치, 만족도, 지속적 이용의도간의 관계를 중심으로

  • 박현지 (동명대학교 관광경영학과)
  • Received : 2016.01.25
  • Accepted : 2016.03.20
  • Published : 2016.03.28
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Abstract

We analyzed the relationship among customer value, satisfaction and continuous use intention of tourism social commerce in this study. And also we observed the moderating effects of regulatory focus on the relationship between customer value and satisfaction. As the results, we found partially positive relationship between customer value and satisfaction and positive relationship between satisfaction and continuous use intention of tourism social commerce. The regulatory focus partially moderated the relationship between customer value and satisfaction. Finally we emphasize the importance of customer value, enhancing promotion focus and weakening prevention focus for continuous use intention of tourism social commerce.

본 연구는 조절초점의 조절효과를 중심으로 한 관광소셜커머스의 고객가치, 만족도, 지속적 이용의도 간의 관계를 규명한 후 고객가치와 만족도간 조절초점의 조절효과를 파악하였다. 실증분석결과로서 관광소셜커머스의 고객가치는 만족도에 부분적으로 긍정적 영향작용을 하는 것으로 나타났다. 그리고 만족도는 지속적 이용의도에 긍정적 영향을 미치는 것으로 나타났다. 조절초점의 조절효과 실증분석결과에 의거하면 고객가치와 만족도간의 조절초점의 조절효과는 부분적으로 긍정적 영향을 나타냈다. 이상과 같은 실증분석 결과에 의거하면 다음과 같은 시사점을 제시할 수 있겠다. 즉, 관광소셜커머스의 지속적 이용의도를 증진시키기 위해서는 관광객의 고객가치를 중시하고 또한 관광객의 향상초점을 촉진시켜야 할 것이다. 동시에 관광객의 예방초점에 대한 수준을 약화시킴으로써 관광소셜커머스의 지속적 이용의도를 도모하도록 하여야 할 것이다.

Keywords

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