소셜커머스 호텔 객실상품 구매에 영향을 주는 메시지 정보 탐색과 호텔성급에 따른 차이 연구

Abstract

This paper tried to investigate what kind of information influences consumers who purchase hotel rooms through social commerce. Whether this information varies depending on the hotel star-rating was also investigated through the application of the heuristic-systematic model to the information that appeared on the social commerce purchase webpage. Specifically, the quantity limitation and the time limit were set for the heuristic cue. The geographical distance and the social commerce offering price were set in the systematic cue. As a result of the study, it was found that the quantity limitation and geographical distance had a significant effect on purchase increase. Differences in information according to hotel star-rating showed a significant difference between the time limit and the social commerce offering price. Based on the results of the research, academic and practical implications for social commerce companies and hotels are discussed. This study contributes to the theoretical expansion of HSM by applying it to social commerce product information and carrying out empirical analysis. In addition, by using web data for analysis, we expanded a research area that was insufficient regarding social commerce and hotels.