온라인 여행상품의 메시지 프레이밍과 희소성 메시지 및 가격할인 메시지 구성이 구매의도에 미치는 영향

Abstract

This study examined the effect of message combination among message framing and different levels of scarcity and price discount rates of online travel products on purchase intention. In order to empirically examine the effect of message composition, an experiment was conducted on college students in June, 2015(n=178). To achieve the purpose of the study, a total number of 44 different message combinations were designed for an airfare to Honolulu and used as stimuli during the experiment. The results indicate that positive message framing has a more powerful impact than negative message framing on purchase intention. The purchase intention is stronger when the level of quantity scarcity is less. The Interaction effect between message framing and quantity scarcity was statistically significant. The Price discount message has more impact on purchase intention than a positive framing situation. There was no significant interaction effect between message framing and a time scarcity message. The Practical and theoretical implications of the results are addressed with directions for future study also being suggested.