DOI QR코드

DOI QR Code

관광옴니채널 서비스에 대한 관광객 통합기술수용의도와 구매의도에 대한 연구

Analysing the Relationships between Tourists' Intention upon Unified Theory of Acceptance and Use of Technology and Purchase Intention on Tourism Omnichannel Service

  • 박현지 (동명대학교 관광경영학과) ;
  • 박중환 (동명대학교 관광경영학과) ;
  • 이정실 (동명대학교 관광경영학과) ;
  • 김영하 (동의대학교 한.일해녀연구소) ;
  • 박봉규 (동의대학교 호텔컨벤션학과)
  • 투고 : 2019.02.28
  • 심사 : 2019.05.20
  • 발행 : 2019.05.28

초록

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.

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.

키워드

DJTJBT_2019_v17n5_157_f0001.png 이미지

Fig. 1. Research Model

Table 1. Demographic Characteristics of Samples

DJTJBT_2019_v17n5_157_t0001.png 이미지

Table 2. Analysis of Validity

DJTJBT_2019_v17n5_157_t0002.png 이미지

Table 3. Variable Correlations

DJTJBT_2019_v17n5_157_t0003.png 이미지

Table 4. Confirmatory Factor Analysis

DJTJBT_2019_v17n5_157_t0004.png 이미지

Table 5. H1 Test

DJTJBT_2019_v17n5_157_t0005.png 이미지

Table 6. Trust Free Model

DJTJBT_2019_v17n5_157_t0006.png 이미지

Table 7. H2 Test

DJTJBT_2019_v17n5_157_t0007.png 이미지

Table 8. Purchase Propensity Free Model

DJTJBT_2019_v17n5_157_t0008.png 이미지

Table 9. H3 Test

DJTJBT_2019_v17n5_157_t0009.png 이미지

참고문헌

  1. Digital Times. (2017). The Distribution Industry is in the Age of OmniChannel Diversification, 2017. 08. 13. http://dt.co.kr
  2. J. R. Park, S. D. Kwon & H. J. Park. (2016). A Study on Influencing Factors of Channel Preference. Journal of information technology applications & management. 23(2), 239-261. DOI: 10.21219/jitam.2016.23.2.239
  3. J. K. Shin & M. O. Oh. (2017). Effects of Omni-channel Service Characteristics on Utilitarian/Hedonic. Journal of Digital Convergence. 15(10), 183-191. DOI : http://dx.doi.org/10.14400/JDC.2017.15.10.183
  4. S. H. Lee & S. J. Ahn. (2017). A Study on Consumer Attitude and Behavior using Omni-Channel Retailer. The e-Business Studies, 18(6), 131-143. DOI :10.20462/TeBS.2017.12.18.6.131
  5. M. C. Kim & S. H. Shin. (2016). A Study of Omni-Channel Purchase Effect on Brand Awareness, Brand Familiarity and Reuse Intention - Focused on Sports Wear Market, Academic Society of Glory Business Administration, 13(4), 229-245. https://doi.org/10.38115/asgba.2016.13.4.229
  6. S. H. Lim & S. H. Kim. (2017). A Study on Factors Affecting Use Intention of Omnichannel Service -Focusing on Self-efficacy and Personal Innovativeness. The Korean Journal of Advertising, 29(4). 95-129. https://doi.org/10.14377/kja.2018.5.31.95
  7. S. Shim & Y. H. Sung. (2016). Psychological Reactance Factor of Consumer Acceptance by Omni Channel Shopping-Product Pick-up Service of Starbucks, Focused on SIREN ORDER, Journal of Cultural Product & Design, 47, 75-86. https://doi.org/10.18555/kicpd.2016.47.8
  8. A. K. Kim & E. J. Lee. (2018). Influences of omni-channel shopping motivations on consumer acceptance of omni-channel strategies through fashion product purchasing processes, The Research Journal of the Costume Culture, 26(1), 109-124. https://doi.org/10.29049/rjcc.2018.26.1.109
  9. Vivion. (2015). Winning the omnichannel challenge in travel: Strategies for a multiscreen world. Retrieved from http://www.tnooz.com/article/10-bestline-uses-of-instagram/4/
  10. J. R. Park, S. D. Kwon & H. J. Park. (2016). A Study on Influencing Factors of Channel Preferenc. Journal of information technology applications & management. 23(2), 239-261. https://doi.org/10.21219/jitam.2016.23.2.239
  11. H. Harteveldt, (2013). Travel's mobile centric future. Retrieved from: http://www.hudsoncrossing.com/previewing-our-new-research-report-traveles-mobile-centric-future/
  12. F. D. Davis. (1989), Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology, MIS Quarterly. 13(3), 319-339. DOI: 10.2307/249008
  13. V. Venkatesh, M. G. Morris, G. B. Davis & F. D. Davis. (2003). User Acceptance of Information Technology: toward a Unified View. MIS Quarterly, 27(3), 425-478. https://doi.org/10.2307/30036540
  14. S. C. Park & C. M. Goo. (2012). A Study on End User's Intention to Use for Cloud Computing: Testing the Mediating Role of Key Constructs from UTAUT. Korean Internet e-Commerce Association, 12(2), 141-162.
  15. C. L. Hsu & H. P. Lu, (2004). Why do people play on-line games? An extended TAM with social influences and flow experience, Information & Management, 41(7), 853-868. DOI: 10.1016/j.im.2003.08.014
  16. I. S. Park & H. C. Ahn (2012). A Study on the User Acceptance Model of Mobile Credit Card Service based on UTAUT, The e-Business Studies. 13(3), 551-574. https://doi.org/10.15719/geba.13.3.201209.551
  17. R. Agarwal & E. 4Karahanna (2000). Time flies when you're having fun: Cognitive absorption and beliefs about information technology usage. MIS Quarterly, 24(4), 665-694. DOI: 10.2307/3250951
  18. J. Lu, C. Liu, C. S, Yu, & K. Wang. (2008), Determinants of accepting wireless mobile data services in China, Information & Management, 45(1), 52-64. DOI: 10.1016/j.im.2007.11.002
  19. A. Madhok. (1995). Revisiting multinational firms' tolerance for joint ventures: a trust-based approach. Sound Int Bus Stud. 26(1), 117-137. https://doi.org/10.1057/palgrave.jibs.8490168
  20. T. H. Chiles & J. R. McMackin. (1996). Integrating Variable Risk Preferences, Trust, and Transaction Cost Economics. Academy of Management Journal, 21, 73-99. DOI: 10.2307/258630
  21. J. C. Oh. (2010). Factors of Internet Service Acceptance: A Revaluation of UTAUT Model. Korea Business Review, 36(1), 55-79.
  22. C. S. Yu. (2012). Factors affecting individuals to adopt mobile banking: Empirical evidence from the UTAUT model. Journal of Electronic Commerce Research, 13(2), 104-121.
  23. J. A. Yang &, H M. Jang. (2014). How Consumers' Internet Access and Skills Affect Their Shopping Orientations. Korean Journal of Journalism & Communication Studies. 58(2), 160-190.
  24. H. J. Park. (2014). The Relationships among Consumer Lifestyle, Media Usage, and Adoption of Nscreen Service. The Korea Contents Society, 14(11), 143-153. DOI: 10.5392/JKCA.2014.14.11.143
  25. J. M. Chae. (2015). The effect of perceived mobile commerce characteristics on consumers' purchase intentions according to consumer group based on fashion shopping orientation. Korea Science & Art Forum, 20(6), 441-453. https://doi.org/10.17548/ksaf.2015.06.20.441
  26. J. S. Oh & G. J. Park. (2015). The Effects of Mobile Rich-media Ad on Consumer Attitude and Purchase Intention - Moderating Effect of Impulse Buying Tendency, Korean Internet e-Commerce Association, 15(6), 21-37.
  27. K. O. Ha, J. H. Lee & S. H. Hwang. (2015). A Study on Consumer's Shopping Channel Choice according to Consumer Purchase Characteristics, Journal of Channel and Retailing. 20(4), 177-199.
  28. H. J. Park, J. H. Park, J. S. Lee, Y. H. Kim, A. S. Oh & B. G. Park. (2017). Analysing the Relationship among Tourism Omnichannel Selecting Factor, Satisfaction and Purchasing Intention on the Tourism Purchasing Stage. Journal of Digital Convergence, 15(10), 173-182. DOI: 10.14400/JDC.2017.15.10.173
  29. J. G. Kim, Y. H. Hyun & Y. A. Park. (2013). A Study of Use Intention of Travel-focused Smartphone Alert System using UTAUT Theory. The journal of tourism studies, 25(3), 119-141.
  30. H. J. Park. (2018). The Analysis on Consumer Behavior of Tourism Omnichannel based upon ICT, Journal of Digital Convergence, 16(6), 95-104. DOI: 10.14400/JDC.2018.16.6.095
  31. C. H. Chung, C. M. Koo & N. H. Chung. (2017), Examining the Adoption of Exhibition NFC Service Using UTAUT & Trust, KASTM, 32(2), 1-22. DOI: 10.21719/KJTR.32.2.1
  32. S. H. Kim & G. A. Kim (2011). An Empirical Study on the Factors Affecting the Adoption of Mobile Cloud and the Moderating Effect of Mobile Trust. e-Business Studies. 12(1), 281-310. DOI: 10.15719/geba.12.1.201103.281
  33. H. Y. Lee. (2017). The Roles of Mobile Interactivity and Brand Credibility in the Success of Travel Omni-Channel Commerce, Journal of Tourism & Leisure Research, 16(6), 95-104. DOI: 10.14400/JDC.2018.16.6.095
  34. H. S. Lee & J. H. Lim. (2013). Structural Equation Modeling with AMOS 20.0, Jiphyunjae.