The Effect of Attribute’s Alignability and Categorization on Purchase Intention in Selecting Online Travel Products: Focusing on the Moderating Effect of Self-Regulatory Mode (온라인 여행상품 선택 속성의 정렬가능성과 범주화가 구매의도에 미치는 영향 - 자기조절성향의 조절효과를 중심으로 -)

Ryu， Ga-Yeon (류가연); Jo， Seong-Chan (조성찬); JAEBIN CHA (차재빈)

doi:10.17086/JTS.2019.43.3.219.233

The Effect of Attribute’s Alignability and Categorization on Purchase Intention in Selecting Online Travel Products: Focusing on the Moderating Effect of Self-Regulatory Mode

Journal of Tourism Sciences
Abbr : JTS
2019, 43(3), pp.219-233
DOI : 10.17086/JTS.2019.43.3.219.233
Publisher : The Tourism Sciences Society Of Korea
Research Area : Social Science > Tourism
Received : July 13, 2018
Accepted : April 5, 2019
Published : May 1, 2019

Ryu， Ga-Yeon ¹, Jo， Seong-Chan ¹, JAEBIN CHA ²

¹경희대학교
²경민대학교

Excellent Accredited

ABSTRACT

The purpose of this study is to investigate the effect of self-regulatory mode (locomotion mode vs. assessment mode) on purchase intention according to the sorting possibility and categorization. Experiment 1 examines the moderating effects of attribute’s alignability, and Experiment 2 examines the moderating effects of categorization. College students in Seoul and Kyunggi province participated in experiments for 20 days from May 4 to 15, 2018, with 247 participants and 203 participants in Experiment 1 and Experiment 2, respectively. As a result, In Experiment 1, the interaction effect of the attribute’s alignability and the self-regulatory mode were statistically significant. In Experiment 2, the interaction effect between categorization and self-regulatory mode were statistically significant. In conclusion, the results of this experiment suggest the implications of consumers' behavioral changes in purchasing travel products and suggestions of how to present them in presenting travel products.

KEYWORDS

Online Travel Products, Attribute’s Alignability, Categorization, Self-Regulatory Mode

Citation status

* References for papers published after 2023 are currently being built.

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Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7

The Effect of Attribute’s Alignability and Categorization on Purchase Intention in Selecting Online Travel Products: Focusing on the Moderating Effect of Self-Regulatory Mode

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* References for papers published after 2023 are currently being built.

Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7

The Effect of Attribute’s Alignability and Categorization on Purchase Intention in Selecting Online Travel Products: Focusing on the Moderating Effect of Self-Regulatory Mode

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