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http://dx.doi.org/10.14400/JDC.2019.17.5.157

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

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 (Institute of Korean.Japan Woman Diver)
Park, Bong-Gyu (Dept. of Hotel and Convention, Dongeui University)
Publication Information
Journal of Digital Convergence / v.17, no.5, 2019 , pp. 157-165 More about this Journal
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.
Keywords
Tourism Omnichannel; UTAUT; Trust; Purchase Propensity; Purchase Intention;
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Times Cited By KSCI : 6  (Citation Analysis)
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