Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7
-
pISSN : 1226-0533 / eISSN : 2713-6388
- https://journal.kci.go.kr/JTS
KJCKorea
Journal Central
A Study on the Continuous Use Intention of Online Travel Agency(OTA) : Extended Post Acceptance Model(PAM) Perspective
- Journal of Tourism Sciences
- Abbr : JTS
- 2020, 44(6), pp.141-163
- DOI : 10.17086/JTS.2020.44.6.141.163
- Publisher : The Tourism Sciences Society Of Korea
- Research Area : Social Science > Tourism
- Received : April 6, 2020
- Accepted : June 17, 2020
- Published : September 1, 2020
Kim, Ki-Byung 1, Seo, Won Seok 1
1경희대학교
Excellent Accredited
ABSTRACT
As the competition in the online travel industry intensifies domestically as well as internationally, enticing travelers to purchase travel packages by argument quality and source credibility through the channels such as mobile apps and web sites has already matured. As such, this study identifies the status of global online travel agencies that dominate accommodation reservation platforms in the global travel market, including Korea. To revitalize domestic online travel agencies, the current research examined the relationships among the variables of Elaboration Likelihood Model(ELM), Congruity Theory(CT) and Post Acceptance Model(PAM). A total of 348 responses were collected by an online survey from the male and female adults who had prior experiences of hotel booking services from online travel agencies. Findings suggest that perceived usefulness mediates the relationship between functional congruity and source credibility and brand attachment, customer satisfaction, and continue use intention. Also, self-image congruity was found to fully mediates the effect the relationship between intention to use continuously and brand attachment. In other words, online travel agencies have a great impact on the intention of continuous use, depending on the degree of perceived usefulness and the degree of brand attachment. This study expanded the research area by applying the ELM, CT, and Extended PAM to the existing knowledge on the relationship between online travel agency's argument quality and source credibility perceived usefulness. It is expected that the detailed key facilitating variables and constraints of online travel agencies obtained through this research will revitalize domestic online travel agencies and provide the factor to increase customers intention to use continuously.
Statistics
-
702 Viewed
-
1 Downloaded
Tools
Issue List
Citation status
* References for papers published after 2023 are currently being built.
[journal]
Ariely, D.
/ 2005
/ When do losses loom larger than gains?
/ Journal of Marketing Research
42(2)
: 134~138
[journal]
Batra, R.
/ 2012
/ Brand love
/ Journal of Marketing
76(2)
: 1~16
[journal]
Beerli, A.
/ 2007
/ Self-congruity and destination choice
/ Annals of Tourism Research
34(3)
: 571~587
[journal]
Belk, R.
/ 1988
/ Possessions and the extended self
/ Journal of Consumer Research
15(2)
: 139~168
[journal]
Bhattacherjee, A.
/ 2001
/ An empirical analysis of the antecedents of electronic commerce service continuance
/ Decision Support Systems
32(2)
: 201~214
[journal]
Bhattacherjee, A.
/ 2001
/ Understanding information systems continuance : An expectation confirmation model
/ MIS Quarterly
25(3)
: 351~370
[journal]
Bhattacherjee, A.
/ 2006
/ Influence processes for information technology acceptance : An elaboration likelihood model
/ MIS Quarterly
30(4)
: 805~825
[journal]
Buhalis, D.
/ 2000
/ Marketing the competitive destination of the future
/ Tourism Management
21(1)
: 97~116
[journal]
Buhalis, D.
/ 2005
/ Information communication technology revolutionizing tourism
/ Tourism Recreation Research
30(3)
: 7~16
[journal]
Carver, C. S.
/ 1978
/ Self-focusing effects of dispositional self-consciousness, mirror presence, and audience presence
/ Journal of Personality and Social Psychology
36(3)
: 324~332
[journal]
Cazier, J. A.
/ 2017
/ Value congruence, trust, and their effects on purchase intention and reservation price
/ ACM Transaction on Management
8(4)
: 1~28
[journal]
조익준
/ 2012
/
A Study on the Moderator Effect of Customers' Involvement among Hotel Service Recovery, Service Quality, Relationship Quality, Customers' Satisfaction and Royalty
/ 관광학연구
/ 한국관광학회
36(3)
: 59~78
[journal]
최동석
/ 2014
/
A Study on Effect of Acceptance and Spread by Information Characteristics in Online Travel Community
/ 관광연구저널
/ 한국관광연구학회
28(2)
: 199~212
[journal]
최은정
/ 2013
/
A Study of the Impact of Social Value Congruence on Social Enterprises’ Attitudes and Purchase Intentions: Mediating Effect of Social Value Congruence
/ 한국심리학회지: 소비자·광고
/ 한국소비자·광고심리학회
14(1)
: 87~109
[journal]
최환석
/ 2010
/
The Relationship between In-flight Service Quality, Perceived Value, Satisfaction, and Behavioral Intention:A Comparison of Competing Models
/ 관광학연구
/ 한국관광학회
34(5)
: 243~264
[journal]
최계봉
/ 2012
/
An Empirical Study on the Post Acceptance of Mobile Banking Service
/ 인터넷전자상거래연구
/ 한국인터넷전자상거래학회
12(3)
: 1~27
[journal]
정남호
/ 2013
/
A Comparative Analysis of Usage Motivation and Tourism Information Search Behavior in Online Travel Community Using Elaboration Likelihood Model
/ 관광학연구
/ 한국관광학회
37(5)
: 219~240
[journal]
정남호
/ 2017
/
The Effect of Online Travel Agency's Recommendation Information on Purchase Decision Making and Reuse Intention
/ 정보시스템연구
/ 한국정보시스템학회
26(3)
: 149~169
[journal]
정남호
/ 2018
/
Factors affecting the value and satisfaction of online travel agency visitors : Focusing on the moderating effects of long-term orientation
/ 호텔경영학연구
/ 한국호텔외식관광경영학회
27(2)
: 1~19
[journal]
Crosby, L. A.
/ 1990
/ Relationship quality in services selling : An interpersonal influence perspective
/ The Journal of Marketing
54(3)
: 68~81
[journal]
Davis, F. D.
/ 1989
/ Perceived usefulness, perceived ease of use, and user acceptance of information technology
/ MIS Quarterly
13(3)
: 319~340
[journal]
동려민
/ 2016
/
Integrated decision making model of online hotel reservation
/ 관광연구
/ 대한관광경영학회
31(1)
: 193~213
[journal]
Escalas, J. E.
/ 2003
/ You are what they eat : The influence of reference groups on consumers’ connections to brands
/ Journal of Consumer Psychology
13(3)
: 339~348
[journal]
Fournier, S.
/ 1998
/ Consumers and their brands : Developing relationship theory in consumer research
/ Journal of Consumer Research
24(4)
: 343~353
[web]
Fox, L.
/ 2012
/ Four seasons unveils $18 million website as luxury travel grows
/ http://www.tnooz.com
[journal]
하홍열
/ 2010
/
An Empirical Study of Brand Personality Dimensions: A Comparison of Hyundai, Honda, and Toyota in the Chinese Automobile Marketplace
/ 국제지역연구
/ 국제지역연구센터
14(3)
: 549~570
[confproc]
Ha, S.
/ 2011
/ Why are you sharing others' tweets: The impact of argument quality and source credibility on information sharing behavior
/ International Conference on Information System 2011Proceedings
: 1~11
[journal]
한송이
/ 2013
/
The Impact of Information Quality of Hotel Websites on Customer Book or Purchase Intentions: The Moderating Effects of Consumer Information Acquisition and Processing
/ 호텔경영학연구
/ 한국호텔외식관광경영학회
22(2)
: 55~72
[journal]
한희정
/ 2014
/
A Role of Social Media on Tourism Information Sharing: Unified Model of Information and social influence
/ 경영학연구
/ 한국경영학회
43(4)
: 1197~1220
[journal]
He, H.
/ 2007
/ I am, ergo i shop: does store image congruity explain shopping behaviour of chinese consumers?
/ Journal of Marketing Management
23(5-6)
: 443~460
[journal]
허은주
/ 2014
/
The Effects of Relational Benefits on Customer Satisfaction and Relational Continuance Intention in the Market of Cosmetic Medicine - Focusing on the mediating effects of relational frequency
/ 고객만족경영연구
/ 한국고객만족경영학회
16(4)
: 67~86
[journal]
홍성준
/ 2012
/
The Influence of Tour Guide's Service on Satisfaction: The Mediating Role of Perceived Enjoyment and Perceived Usefulness
/ 상품학연구
/ 한국상품학회
30(3)
: 155~162
[journal]
황승미
/ 2016
/
The effect of the service quality of Hanok guesthouses on their users' positively emotional response, satisfaction and re-visit intention : focusing on Bukchon Hanok guesthouses
/ 호텔경영학연구
/ 한국호텔외식관광경영학회
25(1)
: 146~164
[journal]
Islam, J. U.
/ 2017
/ Consumer engagement in online brand communities : A solicitation of congruity theory
/ Internet Research
28(1)
: 23~45
[journal]
Jagre, E.
/ 2001
/ Sponsorship and congruity theory : A theoretical framework for explaining consumer attitude and recall or event sponsorship
/ Advances in Consumer Research
28(1)
: 439~445
[journal]
지윤호
/ 2018
/
A study on the purchase intention of mobile hotel reservation services in OTA using Unified Theory of Acceptance and Use of Technology (UTAUT) : Verification of the moderating effect of personal innovativeness
/ 호텔경영학연구
/ 한국호텔외식관광경영학회
27(7)
: 217~233
[journal]
Johar, J.
/ 1991
/ Value-expressive versus utilitarian advertising appeals : When and why to use which appeal
/ Journal of Advertising
20(3)
: 23~33
[journal]
정철호
/ 2010
/
Analysis on the Post Acceptance Behavior Model in User Created Contents(UCC)
/ Journal of Information Technology Applications & Management
/ 한국데이터전략학회
17(2)
: 175~185
[journal]
정철호
/ 2017
/
Analysis of the Determinants of Continuance Intention in O2O(Online to Offline) Service Based on Extended Post-Adoption Model
/ 예술인문사회 융합 멀티미디어 논문지
/ 사단법인 인문사회과학기술융합학회
7(7)
: 857~864
[journal]
강지원
/ 2013
/
The Effects of Self Congruity and Functional Congruity on Brand Attitude and Behavioral Intention in the Coffee shop Industry
/ 호텔경영학연구
/ 한국호텔외식관광경영학회
22(6)
: 233~252
[journal]
Kang, M.
/ 2013
/ Determinants of sharing travel experiences in social media
/ Journal of Travel & Tourism Marketing
30(1-2)
: 93~107
[journal]
강명수
/ 2006
/
Brand Community and Brand Attachment
/ 생산성연구: 국제융합학술지
/ 한국생산성학회
20(1)
: 131~149
[journal]
강영은
/ 2013
/
Accommodation attitude and behavioral intention of mobile rural resources application for revitalization of rural tourism
/ 관광연구
/ 대한관광경영학회
28(4)
: 195~216
[book]
Keller, K. L.
/ 2003
/ Strategic brand management:Building, measuring, and managing brand equity
/ Prentice Hall
[journal]
김형곤
/ 2010
/
Impacts of Self-image Congruity with a Celebrity on Tourist Experience
/ 관광학연구
/ 한국관광학회
34(5)
: 177~197
[journal]
Kim, H. W.
/ 2007
/ Value-based adoption of mobile internet : An empirical investigation
/ Decision Support System
43(1)
: 111~126
[journal]
김재영
/ 2010
/
Influence upon Brand Commitment, made by Dual Channel of Brand Attitude and Brand Attachment through On-line Brand Experience
/ 경영과 정보연구
/ 대한경영정보학회
29(3)
: 123~146
[journal]
김조영
/ 2013
/
A Study of Examining the Relationship between Adoption of Smartphone- Based Tourism Information and Use Intention
/ 관광연구
/ 대한관광경영학회
27(6)
: 15~38
[journal]
김기현
/ 2014
/
A Study on The Effect of Convention Destination’s Brand Experience on Place Attachment and Loyalty
/ 호텔경영학연구
/ 한국호텔외식관광경영학회
23(2)
: 151~166
[journal]
김민정
/ 2013
/
A Study on the Effect of Congruity between Brand Personality and Self-Image on Brand Attachment and Customer Satisfaction
/ 관광연구저널
/ 한국관광연구학회
27(4)
: 325~345
[journal]
김명수
/ 2017
/
Quality of e-Commerce Sites and the Intention to Use: Moderating Role of the e-Commerce Channel and Product Price
/ e-비즈니스연구
/ 국제e-비즈니스학회
18(1)
: 19~35
[journal]
김승주
/ 2016
/
The Effects of Information Attributes and Reputation of Travel Power blog on Traveller's Information Acceptance : An Elaboration Likelihood Model
/ 호텔경영학연구
/ 한국호텔외식관광경영학회
25(2)
: 145~160
[journal]
김영찬
/ 2007
/
The Relationship Analysis among Influential Factors to the Effectiveness of On-line WOM at Service Industry
/ 광고학연구
/ 한국광고학회
18(4)
: 167~183
[journal]
김용일
/ 2015
/
A Study Concerning Expandability of Antecedent Variable that Influence on Perceived Usefulness and Enjoyment to Tourism Information of Smart-Phone Application
/ 관광레저연구
/ (사)한국관광레저학회
27(8)
: 137~157
[journal]
김영국
/ 2012
/
The Relationship among Brand Experience, Brand Attachment and Brand Loyalty in Coffee Shop
/ 관광학연구
/ 한국관광학회
36(8)
: 249~267
[web]
Korea Internet Security Agency.
/ 2019
/ 2018 Survey on The Internet Usage
/ http://www.kisa.or.kr
[journal]
Kressmann, F.
/ 2006
/ Direct and indirect effects of self-image congruence on brand loyalty
/ Journal of Business Research
59(9)
: 955~964
[journal]
Lee, C. S.
/ 2012
/ News sharing in social media : The effect of gratifications and pror-experience
/ Computers in Human Behavior
28(2)
: 331~339
[book]
Lee, J.
/ 2017
/ Tourism Research & Statistical Analysis
/ Daewangsa, Inc
[journal]
이정은
/ 2018
/
The Effects of Self Congruity and Functional Congruity on Attachment and Relationship Quality, Behavior Intention of Tourist Destination
/ 관광레저연구
/ (사)한국관광레저학회
30(4)
: 97~116
[journal]
이주희
/ 2018
/
A study on Motivations of Viewers Watching Personal Live Streaming Broadcast and the Influences of Motivation Factors to Satisfaction and Continuance Intention Focused on Post Acceptance Model (PAM)
/ 한국광고홍보학보
/ 한국광고홍보학회
20(2)
: 178~215
[journal]
이규선
/ 2013
/
The Effect of Core Service Quality, Relational Benefit and Customer Satisfaction to Relational Orientation in Online Travel Agency
/ 관광레저연구
/ (사)한국관광레저학회
25(2)
: 135~153
[journal]
Lee, S. A.
/ 2014
/ Enhancing online brand experience : An application of congruity theory
/ International Journal of Hospitality Management
40
: 49~58
[journal]
Li, C. Y.
/ 2013
/ Persuasive messages on information system acceptance : A theoretical extension of elaboration likelihood model and social influence theory
/ Computers in Human Behavior
29(1)
: 264~275
[journal]
Lin, C. S.
/ 2005
/ Integrating perceived playfulness into expectation confirmation model for web portal context
/ Information & Management
42(5)
: 683~693
[journal]
Maclnnis, D. J.
/ 1989
/ Information processing from advertisements : Toward an integrative framework
/ Journal of Marketing
53(4)
: 1~23
[journal]
Mugge, R.
/ 2010
/ Product attachment and satisfaction : Understanding consumers’post-purchase behavior
/ Journal of Consumer Marketing
27(3)
: 271~282
[journal]
Oghuma, A. P.
/ 2016
/ An expectation–confirmation model of continuance intention to use mobile instant messaging
/ Telematics and Informatics
33(1)
: 34~47
[journal]
Osgood, C. E.
/ 1955
/ The principle of congruity in the prediction of attitude change
/ Psychological Review
62(1)
: 42~55
[journal]
Pan, B.
/ 2013
/ The complex matter of online hotel choice
/ Cornell Hospitality Quarterly
54(1)
: 74~83
[journal]
Park, C. W.
/ 2010
/ Brand attachment and brand attitude strength : Conceptual and empirical differentiation of two critical brand equity drivers
/ Journal of Marketing
74(6)
: 1~17
[journal]
박종혁
/ 2011
/
The Influences of the Website e-service Quality on Relationship Quality and e-loyalty
/ 호텔관광연구
/ 한국호텔관광학회
13(1)
: 290~306
[journal]
박상철
/ 2013
/
Mediating Effects of Users' Involvement in an Online Travel Community
/ 호텔경영학연구
/ 한국호텔외식관광경영학회
22(1)
: 191~212
[journal]
Petty, R. E.
/ 1981
/ Issue involvement as a moderator of the effects on attitude of advertising content and context
/ Association for Consumer Research
8
: 20~24
[book]
Petty, R. E.
/ 1986
/ Advances in experimental social psychology
/ Academic Press
: 123~205
[journal]
Piccoli, G.
/ 2017
/ The impact of IT-enabled customer service systems on service personalization, customer service perceptions, and hotel performance
/ Tourism Management
59
: 349~362
[journal]
Pratika, Y.
/ 2017
/ An examination of e-loyalty of indonesian millennial traveler on the using of online travel agent(OTA)
/ International Journal of Social Sciences
3(2)
: 2295~2317
[journal]
Rokeach, M.
/ 1965
/ The principle of belief congruence and the congruity principle as models of cognitive interaction
/ Psychological Review
72(2)
: 128~142
[journal]
Sirgy, M. J.
/ 1982
/ Self-concept in consumer behavior : A critical review
/ Journal of Consumer Research
9(3)
: 287~300
[journal]
Sirgy, M. J.
/ 2000
/ Retail environment, self-congruity, and retail patronage : An integrative model and a research agenda
/ Journal of Business Research
49(2)
: 127~138
[journal]
Sirgy, M. J.
/ 2000
/ Destination image, self-congruity and travel behavior : Toward an integrative model
/ Journal of Travel Research
38(4)
: 340~352
[book]
Solomon, M. R.
/ 2014
/ Consumer behavior (Vol. 10)
/ Prentice Hall
[journal]
Sorebo, O.
/ 2008
/ Explaining IS continuance in environments where usage is mandatory
/ Computers in Human Behavior
24(5)
: 2357~2371
[journal]
Spreng, R. A.
/ 1996
/ A reexamination of the determinants of consumer satisfaction
/ The Journal of Marketing
60(3)
: 15~32
[journal]
성영신
/ 2004
/
The Influence of Brand Personality on Brand Attachment: Focused on the differences in the Levelsof Brand Community Commitment
/ 한국심리학회지: 소비자·광고
/ 한국소비자·광고심리학회
5(3)
: 2~2
[journal]
Sussman, S. W.
/ 2003
/ Informational influence in organizations : An integrated approach to knowledge adoption
/ Information Systems Research
14(1)
: 47~65
[journal]
Thomson, M.
/ 2005
/ The ties that bind : Measuring the strength of consumer's emotional attachments to brand
/ Journal of Consumer Psychology
15(1)
: 77~91
[journal]
Wang, L.
/ 2015
/ Impact of hotel website quality on online booking intentions : eTrust as a mediator
/ International Journal of Hospitality Management
47
: 108~115
[journal]
Wang, L.
/ 2014
/ Scale development of perceived trust in the hotel industry : The perspective of internet users
/ International Journal of Hospitality Management
43
: 35~46
[journal]
Warrington, P.
/ 2000
/ An empirical investigation of the relationship between product involvement and brand commitment
/ Psychology and Marketing
17(9)
: 761~782
[journal]
Weng, G. M.
/ 2015
/ Development potential evaluation and application research of OTA in China
/ Commercial Research
2015(1)
: 175~179
[journal]
Wong, J.
/ 2005
/ Analysing the intention to purchase on hotel website : A study of travellers to Hong Kong
/ International Journal of Hospitality Management
24
: 311~329
[book]
Yu, J.
/ 2015
/ Concepts and understanding of structural equation model
/ Hannarae, Inc
[journal]
우종필
/ 2009
/
The Effects on Brand Customer Satisfaction, Loyalty and Self-identification by Brand Personality in Airline Services
/ 관광연구
/ 대한관광경영학회
23(4)
: 419~438
[journal]
Yuksel, A.
/ 2010
/ Destination attachment : Effects on customer satisfaction and cognitive, affective and conative loyalty
/ Tourism Management
31(2)
: 274~284
[journal]
Zhang, J.
/ 2008
/ The impact of value congruence on customer-service brand relationships
/ Journal of Service Research
11(2)
: 161~178