가치기반 수용모델(VAM) 및 기대일치모델(ECM)을 적용한 온라인 여행사(OTA)의 지각된 가치 인식이 이용자의 지속적 사용의도에 미치는 영향

Abstract

Looking at online travel agency users, the objectives of this study were (1) to derive the subfactors of perceived benefits and perceived sacrifices and (2) to identify antecedents to intention to continue using the service, level of satisfaction with it, and degree of confidence in expected outcomes. The Value-based Acceptance Model (VAM) and the Expectation Confirmation Model (ECM) provided theoretical underpinnings. Descriptive statistics were used to identify the sample's characteristics, and structural equation modeling was used to test the model fit and the relationships between the constructs. The subfactors of perceived benefits were usefulness, enjoyment, and economic benefits, whereas perceived sacrifices consisted of security risks, financial risks, and service distrust. All subfactors of perceived benefits (i.e., usefulness, enjoyment, and economic benefits) exerted positive impacts on perceived value with usefulness being the most influential antecedent. Among the perceived sacrifice factors, security risks and service distrust negatively influenced perceived value. When users' OTA experiences coincided with their expectations, this promoted their perceived usefulness, which then enhanced their satisfaction. Perceived value positively impacted satisfaction and continued use intention.