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http://dx.doi.org/10.14400/JDC.2022.20.5.337

Effects of determinants of purchasing accommodation products on purchase intention -social commerce and home shopping-  

Choi, Dong-Heui (Division of Hotel & Tourism Management, Gwangju University)
Publication Information
Journal of Digital Convergence / v.20, no.5, 2022 , pp. 337-343 More about this Journal
Abstract
This study attempted to find out whether there is a difference between social commerce and TV home shopping in the relationship between the purchasing decision factors and the purchasing intention of accommodation product buyers. A survey was conducted for 20 days from March 7 to March 26, 2022, and 205 copies were used for empirical analysis. As a result of the analysis, the purchasing determinants were divided into four factors: reliability, playability, convenience, and economy. As a result of the analysis, it was found that the purchase determinants influenced the purchase intention in the order of playability, reliability, economy, and convenience, while social commerce had the greatest influence on playfulness and home shopping. Social commerce is considered to be important in terms of persuasion based on the product information provided, and consideration of how lively and enjoyable home shopping creates broadcasting videos.
Keywords
Accommodation Product; Purchasing Determinants; Purchase Intention; Social Commerce; Home Shopping;
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Times Cited By KSCI : 3  (Citation Analysis)
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