여행사 웹사이트 신뢰형성이 여행상품구매의도에 미치는 영향에 관한 연구 -여행사 웹사이트 방문경험이 있는 잠재고객을 대상으로- = Research Articles : The effects of the trust formulation factors on Trust and intention to purchase by site -The particular case of potential customers experienced at visiting travel agencies` web site-

다국어 초록 (Multilingual Abstract)

The purpose of this study was to investigate the influence of the ``trust formulation`` factors of potential customers who have been experienced at visiting travel agencies` web-site on ``trust`` and ``intention to purchase`` by site. All question items including the ``trust formulation`` factors, ``trust`` and ``intention to purchase`` in this study were drawn from the appropriate related literature. The questionnaire was distributed over a two weeks period from August 1st 2007 to August 15th 2007. Of the 300 distributed questionnaires 210 copies were used in the analysis to give a response rate of 70 percent. The results of the study were as follows. Firstly, the ``trust formulation`` factors of travel agencies` web-site were divided into five factors including ``perceived reputation``, ``perceived size``, ``perceived site quality``, ``transaction safety`` and ``perceived usefulness``. Secondly, most of the ``trust formulation`` factors excepting ``perceived size`` exerted a positively significant influence on the ``trust``. In particular, ``perceived usefulness`` was the most influential factor in terms of the ``trust formulation`` factors, followed by ``perceived site quality``, ``perceived reputation`` and ``transaction safety`` in descending order respectively. Finally, ``trust`` was built by the ``trust formulation`` factors positively affected ``intention to purchase`` by site. Thirdly, ``trust`` was built by the ``trust formulation`` factors positively affected ``intention to purchase`` by site. Finally, ``perceived usefulness``, ``perceived reputation`` and ``perceived site quality`` among the ``trust formulation`` factors had a statistically significant impact on the ``intention to purchase`` by site.

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