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http://dx.doi.org/10.14400/JDC.2017.15.10.173

Analysing the Relationship among Tourism Omnichannel Selecting Factor, Satisfaction and Purchasing Intention on the Tourism Purchasing Stage  

Park, Hyun-Jee (Dept. of Tourism Management, Tongmyong University)
Park, Jung-Hwan (Dept. of Tourism Management, Tongmyong University)
Lee, Joung-Sil (Dept. of Tourism Management, Tongmyong University)
Kim, Young-Ha (Dept. of Tourism Management, Tongmyong University)
Oh, Am-Suk (Dept. of Media Engineering, Tongmyong University)
Park, Bong-Gyu (Dept. of Hotel and Convention Management, Dongeui University)
Publication Information
Journal of Digital Convergence / v.15, no.10, 2017 , pp. 173-182 More about this Journal
Abstract
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.
Keywords
Tourism Purchasing Stage; Tourism Omnichannel; Selecting Factor; Satisfaction; Purchasing Intention;
Citations & Related Records
Times Cited By KSCI : 11  (Citation Analysis)
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