Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7
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pISSN : 1226-0533 / eISSN : 2713-6388
- https://journal.kci.go.kr/JTS
KJCKorea
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A Study on the Effect of Website Quality of Online Travel Agency on Travelers' Purchasing Behavior: Focusing on the Moderating Effect of Security Awareness
- Journal of Tourism Sciences
- Abbr : JTS
- 2012, 36(8), pp.317-337
- Publisher : The Tourism Sciences Society Of Korea
- Research Area : Social Science > Tourism
Cho, Yong-hyun 1, 남효석 1
1세종대학교
Accredited
ABSTRACT
The purpose of this study was to examine the quality factor of online travel agency websites and the effect of website quality of online travel agency on travelers' purchasing behavior. Furthermore, this study empirically investigated high or low depending on the travelers' security awareness. The findings of the study were as follows: First, essence factor of information quality had a significant impact on travelers' decision making and purchasing behavior; Second, accuracy and convenience factor of service quality had a significant impacted on travelers' decision making and purchasing behavior; and Third, Traveler's decision making affected purchasing behavior. The results also revealed high or low depending on the online travel agency on travelers' security awareness. The study's findings suggest that the purchasing behavior of higher security awareness travelers was not easy to determine even if they had in fact made a purchase decision. In other words, online travel agencies must continue to focus on maintaining and enhancing their website security to enhance opportunity for increased user traffic, purchase transactions, and enhanced customer loyalty.
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