기업평판과 온라인 리뷰가 패키지 여행상품 구매 의도에 미치는 영향 : 해석수준이론을 중심으로

Abstract

This research investigate the effect of corporate reputation and online review on purchase intention according to the psychological distance of travel destination and the moderating effect according to experience of package travel product. As a result, it was found that the influence of the corporate reputation on purchase intention was greater when the psychological distance to the travel destination was far greater than that of the online review. On the other hand, when consumers who have package travel experience choose a travel destination that is far from psychological distance, corporate reputation has a greater influence than online review, but there is no difference when choosing a destination with a close psychological distance. 2(psychological distance: close vs. far) × 2(information type: high reputation and moderate Online review vs. moderate reputation and high Online review). Experience in the experimental design was demonstrated by setting up a mixed factor design, measured by variables in the participant. The direct and indirect experience of the package traval was set as college students in the sense that college students in their 20s could be less than those in relatively different age groups. As a result, consumers who did not have package travel experience did not have any difference in influence between corporate reputation and online review in purchase intention according to psychological distance of travel. This research provides deeper insight psychological distance, corporate reputation, online review information, and the role of package travel experience on purchase intentions of package travel product. Implications and future study of this research were discussed.