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    OTA 항공권 예약 맥락에서 surcharge 제시 방식이 소비자 반응에 미치는 영향

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    https://www.riss.kr/link?id=T17550445

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    다국어 초록 (Multilingual Abstract) kakao i 다국어 번역

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    한국어
    This study examines how surcharge presentation affects consumer responses in the context of online travel agency （OTA） airline ticket booking. In OTA booking environments, consumers often compare flight options based on the initially presented price. However, additional charges such as baggage fees, ticketing fees, or seat selection fees may appear later in the booking process. Therefore, consumers may evaluate the same final price differently depending on when and how the surcharge is presented.
    Based on partitioned pricing and drip pricing literature, this study focuses on two features of surcharge presentation: early presentation and predictability. Price fairness and price opacity are used as mediating variables, while system trust and purchase intention are used as outcome variables. A 2×2 between-subjects experimental design was conducted with 160 Chinese adult respondents who had OTA airline ticket search or booking experience. The survey was conducted through Wenjuanxing, a Chinese online survey platform.
    The results show that early surcharge presentation and surcharge predictability increase perceived price fairness and reduce perceived price opacity. They also have positive effects on system trust and purchase intention. In addition, price fairness has a positive effect on both system trust and purchase intention. Price opacity mainly plays a mediating role in the relationship between surcharge presentation and system trust. Overall, the findings show that the effect of surcharge presentation is transmitted not only directly, but also through consumers’ perceptions of price fairness and price opacity.
    This study extends partitioned pricing and drip pricing research to the OTA airline ticket booking context. The findings suggest that OTA platforms should present surcharge information early, clearly, and predictably in order to reduce price opacity and improve consumer trust and purchase intention.
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    This study examines how surcharge presentation affects consumer responses in the context of online travel agency （OTA） airline ticket booking. In OTA booking environments, consumers often compare flight options based on the initially presented pri...

    This study examines how surcharge presentation affects consumer responses in the context of online travel agency （OTA） airline ticket booking. In OTA booking environments, consumers often compare flight options based on the initially presented price. However, additional charges such as baggage fees, ticketing fees, or seat selection fees may appear later in the booking process. Therefore, consumers may evaluate the same final price differently depending on when and how the surcharge is presented.
    Based on partitioned pricing and drip pricing literature, this study focuses on two features of surcharge presentation: early presentation and predictability. Price fairness and price opacity are used as mediating variables, while system trust and purchase intention are used as outcome variables. A 2×2 between-subjects experimental design was conducted with 160 Chinese adult respondents who had OTA airline ticket search or booking experience. The survey was conducted through Wenjuanxing, a Chinese online survey platform.
    The results show that early surcharge presentation and surcharge predictability increase perceived price fairness and reduce perceived price opacity. They also have positive effects on system trust and purchase intention. In addition, price fairness has a positive effect on both system trust and purchase intention. Price opacity mainly plays a mediating role in the relationship between surcharge presentation and system trust. Overall, the findings show that the effect of surcharge presentation is transmitted not only directly, but also through consumers’ perceptions of price fairness and price opacity.
    This study extends partitioned pricing and drip pricing research to the OTA airline ticket booking context. The findings suggest that OTA platforms should present surcharge information early, clearly, and predictably in order to reduce price opacity and improve consumer trust and purchase intention.

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    목차 (Table of Contents)

    • 제 1 장 서론 1
    • 제 1 절 연구 배경 및 연구 목적 1
    • 1.1 배경 1
    • 1.2 연구의 필요성 2
    • 1.3 연구의 목적 3
    • 제 1 장 서론 1
    • 제 1 절 연구 배경 및 연구 목적 1
    • 1.1 배경 1
    • 1.2 연구의 필요성 2
    • 1.3 연구의 목적 3
    • 제 2 절 연구 구성 4
    • 제 2 장 이론적 배경 및 선행연구 5
    • 제 1 절 partitioned pricing, drip pricing, surcharge 제시 방식 5
    • 제 2 절 OTA 항공권 예약 맥락과 가격정보 8
    • 제 3 절 가격공정성과 가격불투명성 9
    • 제 4 절 시스템신뢰성과 구매의도 10
    • 제 3 장 가설 설정 및 연구모형 12
    • 제 1 절 가설 설정 12
    • 3.1 surcharge 제시 방식과 가격공정성 13
    • 3.2 surcharge 제시 방식과 가격불투명성 16
    • 3.3 surcharge 제시 방식과 시스템신뢰성 및 구매의도 18
    • 3.4 가격공정성·가격불투명성과 시스템신뢰성 및 구매의도 20
    • 3.5 가격공정성과 가격불투명성의 매개효과 22
    • 제 2 절 연구모형 23
    • 제 4 장 연구방법 25
    • 제 1 절 연구설계 25
    • 제 2 절 실험절차 및 자극물 26
    • 제 3 절 변수의 조작적 정의와 측정항목 26
    • 제 4 절 자료분석 방법 28
    • 제 5 장 실증 분석 30
    • 제 1 절 연구결과 30
    • 5.1 인구통계학적 특성 분석 30
    • 5.2 측정도구의 신뢰성 및 타당성 검증 31
    • 5.3 기술통계 및 상관관계 분석 32
    • 5.4 조작점검 33
    • 5.5 가설검정 결과 34
    • 5.6 가설검정 결과 종합 41
    • 제 6 장 결론 44
    • 제 1 절 연구결과 요약 44
    • 제 2 절 이론적 시사점 45
    • 제 3 절 실무적 시사점 47
    • 제 4 절 한계점 및 향후 연구방향 48
    • 참고문헌 49
    • 부록 1. 실험 자극물 53
    • 부록 2 – 설문지 57
    • ABSTRACT 61
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