개인의 기술준비도가 소셜커머스 내 여행상품 평가에 미치는 영향

다국어 초록 (Multilingual Abstract)

Recently, along with the web 2.0 environment, as SNS and consumer participation have been expanded, social commerce is being settled as a new distribution model. Thereupon, this study groped for the factors affecting the evaluation of travel products being sold in social commerce multilaterally.
This article examined the effects of individuals’ technology readiness (high/low) on the evaluation of travel products in social commerce. Also, as the factors playing moderating roles in the difference of the effects of travel product evaluation according to the individuals’ technology readiness, this study examined the variable, the market position (high/low) of travel agencies.
According to the result of the experiment, when individuals’ technology readiness is high, there is more positive evaluation on the travel products in social commerce than it is low. Furthermore, the evaluation of travel products in social commerce according to that technology readiness is even greater when the market position of travel agencies is low than high.

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