온라인 여행사(OTA) 서비스 품질과 이용의도 간 관계에서 신뢰, OTA 규모 및 거래 안정성의 조절효과

Abstract

The objectives of this study are to provide beneficial implications for domestic online travel agency(OTA) by verifying effect relationship between its service quality and use intention of customer, and moderating effects of trust, OTA scale, and transaction safety on the relationship. To achieve the goal, as a conceptual framework of the study, the literatures on OTA’s service quality and intention of use, and trust, OTA scale, and transaction safety were reviewed, and the empirical study on the perception of people who had experience OTA’s service more than one time at least for the past one year were performed. The major finding of the study summarized as follows : Firstly, the three factors, OTA’s service quality, trust, OTA scale, and transaction safety had significant impacts on use intention. Secondly, the moderating effect of interaction of trust and OTA scale had significant impact on the relationship between OTA’s service quality and intention of use. However, the moderating effect of interaction of trust and transaction safety didn’t have significant impact on the relationship.