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The Effect of Travel Agency’s Ticket Commission Policy on Perceived Fairness and Purchase Intention: A Moderated Mediation Effect of Ticket Commission Understanding

Hur, Uh-Jin 1,  Kim， Sun-Jae 1,  Ko, Young-dae 2

1세종대학교 호텔관광대학
2세종대학교

Excellent Accredited

ABSTRACT

Travel agency's ticket commission have become a rising issue with COVID-19. The present study examined the relationship between consumers' perceived fairness and purchase intention following the travel agency's ticket commission policy. We explored if the consumer's ticket commission understanding has moderation effect and moderated mediation effect. The results show that perceived fairness and purchase intention are affected by the refund and notice policy. In addition, it was found that indirect effect on purchase intention through perceived fairness according to the notice policy was affected by the consumer’s ticket commission understanding. The implications derived from this study are as follows. First, travel agency can generate additional revenue by setting higher ticket commission as long as they do not affect the total ticket price. Second, travel agency can improve purchase intension by implementing a reasonable ticket commission policy that refunds the ticket commission when there are no defects attributed to the consumer, or by clearly informing the consumer of the additional services offered compared to direct ticket purchases through airline. Third, in order to ensure that consumers are not unnecessarily damaged, relevant organizations must take legal and institutional measures to clarify the notice of ticket commission from travel agency.

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