항공예약플랫폼 특성이 지각된 가치와 지속사용의도에 미치는 영향 연구

• 영문명: The Impact of Flight Booking Platform Characteristics on Perceived Value and Intention of Continuous Use
• 발행기관: 한국해양관광학회
• 저자명: 윤태연(Yoon, Tae-Yeon)
• 간행물 정보: 『해양관광연구』제14권 제1호, 61~78쪽, 전체 18쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2021.04.30

영문 초록

The purpose of this study is to verify the characteristics of flight booking platform(CFBP) on perceived value(PV) and intention of continuous use(ICU) in order for offering several managerial suggestions in the post-COVID era. This study conducted an empirical survey on a sample of 274 respondents who had experienced any flight booking platform at least once within the last three years. The factor analysis showed that CFBP were classified into safety, easiness, and responsiveness while PV and ICU were classified as a single dimension respectively. According to the result of the regression analysis, all the three factors of CFBP turned out to have positive influences on PV and ICU. It was also found that PV had a significant effect on ICU at the same time. In addition to those, moderating effect of Trust between the relationship of PV and ICU was examined. This paper provides managerial suggestions on how to enhance ICU towards CFBP effectively at the last part of the paper.

목차

Ⅰ. 서론

Ⅱ. 이론적 연구

Ⅲ. 연구방법

Ⅳ. 실증분석

Ⅴ. 결론

키워드

항공예약플랫폼특성 항공예약플랫폼 지각된 가치 지속사용의도 characteristics of flight booking platform flight booking platform perceived value intention of continuous use