A Study on the Effect of Online Travel Distribution’s Brand Community Characteristics on Product Purchase Intention

• 영문명: A Study on the Effect of Online Travel Distribution’s Brand Community Characteristics on Product Purchase Intention
• 발행기관: 한국유통과학회
• 저자명: Lianghui LU Min-Jung KANG Pengchang SUN
• 간행물 정보: 『유통과학연구(JDS)』제21권 제1호, 107~117쪽, 전체 11쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2023.01.30

영문 초록

Purpose: This study attempted to confirm the mediating effect of brand experience and to travel brand community satisfaction in the relationship between the characteristics of brand community contents and travel product purchase intention. This study also investigated the moderating role of consumer characteristics. Research design, data and methodology: Based on a total of 381 bytes of data, hypothesis verification was conducted using Smart-PLS 3.2.8 statistical package programs. Results: First, the content community travel brand attributes, personal affordability and creativity are a lingering fragrances on the intended consumers ’ shopping trip. Second, information provision, interaction, and creativity, which are the characteristics of travel brand community content, influenced consumers' intention to purchase travel products through brand community satisfaction. Third, playfulness, vitality, and creativity, which are the characteristics of travel brand community content, influenced consumers' intention to purchase travel products through double mediation of the experience and community satisfaction of brand. Conclusions: Tourism industry managers should be able to market content by forming their own brand community. It is necessary to create an environment in which tourism industry managers can use social media travel brand community content to give discounts to consumers, provide creative, playful and vivid travel information.

목차

1. Introduction

2. Literature Review

3. Research Model & Hypotheses

4. Methodology

5. Empirical Analysis Results

6. Conclusion

References

키워드

Online Travel Distribution Travel Brand Community Contents Brand Experience Information Availability Playfulness Vividness