온라인 여행업의 e-서비스품질이 신뢰와 몰입 및 구매의도에 미치는 영향연구 = A study of the effects of on-Line travel agency`s e-service quality on trust, commitment and purchase intention

다국어 초록 (Multilingual Abstract)

The purpose of this study is to examine the effects of implementing e-service quality on trust, commitment, and purchase intention of on-line travel agencies. From the results of the empirical analysis, e-service quality was classified into eight factors: responsiveness, aesthetics, information, ease of use, personalization, security, interactivity, product, And trust, commitment, and purchase intention were composed of single dimension. The results of the hypothesis testing were as follows. First, three e-service quality factors, personalization, product, and security turned out to have a significant influence on customer`s trust. Second, three e-service quality factors, product, personalization, and aesthetics turned out to have a significant influence on customer`s commitment. However it shows that responsiveness and ease of use didn`t shows a positive influence on trust and commitment. Recently, with the development of information and intelligence technology, most of the web site was manufactured greatly, and its use was made very easily. As a result, it proves that they don`t affect customer`s cognition. Also, it shows that information and interactivity didn`t shows a positive influence on trust and commitment, but any wrong information in the travel agency is directly connected to a customer`s complaint, therefore, all information on the web site is conformed as a recent and accurate information. And so, the writer concludes that the cognition about a travel agency e-service should be more important than community between customers or interaction through a notice board. Third, customer`s trust turned out to have a significant influence on commitment and purchase intention. Fourth, customer`s commitment turned out to have a significant influence on purchase intention. In conclusion, e-service quality enhances customer`s trust, commitment, and purchase intention.

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