메시지 프레이밍에 따른 호텔의 지각된 위험과 구매의도에 관한 연구

Abstract

The purpose of this study is the findings of the effect of perceived risk on purchase intention in the hotel business. Especially, this study focuses on the differences presented by message framing. This researchers set up hypotheses referring to theoretical backgrounds and conducted a questionnaire for customers who have looked for hotel information. The findings are as follows. The First, of perceived risks, physical risk had a negative impact on the consumer's purchase intentions. The second, there was a difference in financial risk among the perceived risks by message framing. Especially, when the message is framed negatively, the financial risk is higher. And purchasing intention was also different by message framing. Especially, when the message is framed positively, purchase intention is higher. The Third, the main effects of message framing type (positive X negative) on purchase intention were all significant. In the effect of perceived risk level (high risk X low risk) on purchase intention, only the main effect of the level of physical risk and social psychological risk showed significant results. However, the interaction effect between message framing type and perceived risk level on purchase intention was not statistically significant. Hotel companies will be able to develop more effective marketing strategies on the basis of this empirical results.