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
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The Effect of Message Framing, Scarcity Messages and Price Discount Messages on the Purchasing Intention for Online Travel Products
- Journal of Tourism Sciences
- Abbr : JTS
- 2016, 40(5), pp.183-195
- DOI : 10.17086/JTS.2016.40.5.183.195
- Publisher : The Tourism Sciences Society Of Korea
- Research Area : Social Science > Tourism
KIM MIN HYUNG 1, Hwang, Yeong Hyeon 1
1동아대학교
Accredited
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.
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