온라인 플랫폼 여행상품 가격할인율에 따른 구매 행동

Abstract

The purpose of this study was to better understand potential travelers' purchasing habits on online travel platforms. This study attempted to investigate nonlinear purchasing behavior by examining the effect of the discount rate on prefactual thinking and choice deferral. To achieve the study's goal, scenarios describing real-world purchase situations were created, and an online research firm conducted a survey to collect 225 valid data for analysis. According to the findings, the discount rate increased product acceptance, but the excessive discount rate decreased purchasing behavior, resulting in a nonlinear inverted U-shape. Furthermore, this study found that when the optimal discount rate was 28.45 percent, product acceptance was maximized. Furthermore, when the optimal discount rate was exceeded, prefactual thinking increased, while choice deferral increased when prefactual thinking was high. Finally, this study examined the role of prefactual thinking as a mediator in the relationship between discount rate and choice deferral. These findings imply that when offered at the optimal discount rate, online travel products are effective. Furthermore, this study is significant in that prefactual thinking is an important mediating variable when examining potential consumers' purchasing psychology on online travel platforms. Based on these findings, this study provided theoretical and practical implications for effective pricing policies and strategies in an online travel setting.