Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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Analysing the Relationships between Tourists' Intention upon Unified Theory of Acceptance and Use of Technology and Purchase Intention on Tourism Omnichannel Service

관광옴니채널 서비스에 대한 관광객 통합기술수용의도와 구매의도에 대한 연구

  • 박현지 (동명대학교 관광경영학과) ;
  • 박중환 (동명대학교 관광경영학과) ;
  • 이정실 (동명대학교 관광경영학과) ;
  • 김영하 (동의대학교 한.일해녀연구소) ;
  • 박봉규 (동의대학교 호텔컨벤션학과)
  • Received : 2019.02.28
  • Accepted : 2019.05.20
  • Published : 2019.05.28
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Abstract

The objective of this study is to identify the relationship between tourists' intention upon UTAUT and purchase intention on tourism omnichannel considering moderating effect of trust and purchase propensity. As the results, 1) there are partially significant and positive relationship between tourists' intention and purchase intention. There are partially significant and positive moderating effect of 2) trust and 3) purchase propensity upon the relationship between tourists' intention and purchase intention on tourism omnichannel. In order to increase the purchase intention of diversified customers, it is necessary to secure the reliability of OmniChannel which integrates the on-off line, for the future, more in-depth study of purchase propensity of tourism omnichannel should be needed.

관광옴니채널 서비스에 대한 관광객 통합기술수용모형의 구매의도 파악을 본 연구의 목적으로 한다. 연구방법으로서 통합기술수용이론(UTAUT)에 근거하여 관광객의 수용의도와 구매의도간의 관계를 분석한 후 이들 관계에서의 신뢰와 구매성향의 조절효과를 파악하였다. 분석결과로서 1)관광옴니채널에 대한 통합기술 수용의도가 구매의도에 부분적으로 유의(+)한 영향을 주는 것으로 확인되었다. 2)통합기술수용의도와 구매의도간의 관계에 신뢰가 미치는 조절작용은 부분적으로 유의(+)한 것으로 확인되었다. 3)통합기술수용의도와 구매의도간의 관계에 구매성향이 미치는 조절작용은 부분적으로 유의(+)한 것으로 확인되었다. 다양해진 고객의 구매의도 증진을 위해서는 온오프라인을 통합한 옴니채널의 신뢰성을 확보해야 할 것이며, 향후 관광옴니채널 서비스의 구매성향에 관한 심층적 연구가 요구된다.

Keywords

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Fig. 1. Research Model

Table 1. Demographic Characteristics of Samples

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Table 2. Analysis of Validity

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Table 3. Variable Correlations

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Table 4. Confirmatory Factor Analysis

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Table 5. H1 Test

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Table 6. Trust Free Model

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Table 7. H2 Test

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Table 8. Purchase Propensity Free Model

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Table 9. H3 Test

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