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http://dx.doi.org/10.14400/JDC.2016.14.10.147

Analysis of Relationship between Tourism Information Search Motivation, Tourism Omni-Channel Satisfaction: Considering the Moderator Effects of Tourism Experience and Perceived Risk  

Park, Hyun-Jee (Dept. of Tourism Management, Tongmyong University)
Park, Jung-Hwan (Dept. of Media Engineering, Tongmyong University)
Oh, Am-Suk (Dept. of Tourism Management, Tongmyong University)
Kim, Young-Ha (Dept. of U-Tourism and Convention Institute, Tongmyong University)
Park, Bong-Kyu (Dept. of Hotel and Convention, Dongeui University)
Publication Information
Journal of Digital Convergence / v.14, no.10, 2016 , pp. 147-158 More about this Journal
Abstract
The purpose of this study is to define determinants of tourists' behavior focused on tourism omni-channel and to verify the relationship between tourism information search motivation, tourism omni-channel satisfaction, tourism experience and perceived risk. We presented the hypotheses including ease of use, trust and satisfaction and also analyzed the moderator effects of tourism experience and perceived risk(financial risk, psychological risk) variables. For an accuracy of expected results, we focused on survey with 298 respondents. Based upon prior studies, it is meaningful that this study verified 1) the positive relationship between tourism information search motivation and tourism omni-channel satisfaction and 2) the significant moderating effect of financial risk on the relationship between tourism information search motivation and tourism omni-channel satisfaction.
Keywords
Tourism Omni Channel; Information Research; Satisfaction; Tourism Experience; Perceived Risk;
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Times Cited By KSCI : 6  (Citation Analysis)
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