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왕로(Wang, Lu),진염(Chae, Ran),황영현(Hwang, Yeong-Hyeon) 한국관광레저학회 2019 한국관광레저학회 학술발표대회 Vol.2019 No.12
Understandings of the trust formation process that drives consumers’ initial and repeated purchase are important for online travel agencies (OTAs) to gain a competitive advantage By applying UTAUT2 model, this study has examined the differences in the role of influencing factors an trust level between initial and mature trust group of OTA users. An online survey of 438 Ctrip users was conducted for empirical analysis. The results indicate that influence of antecedent factors of trust vary by the level of trust. It is suggested tint ‘facilitating conditions’ among other factors needs to be actively utilized to facilitate trust an OTA Practical implications based on findings are addresed.