액티브 시니어의 온라인 여행사 이용의도 연구: 혁신저항 장벽과 디지털 역량의 조절효과를 중심으로 = A study on active seniors’ intentions to use online travel agencies: Focusing on the moderating role of digital competence on innovation resistance barriers

다국어 초록 (Multilingual Abstract)

This study investigates the effects of innovation resistance barriers on active seniors’ intention to use online travel agencies (OTAs), with a particular focus on the moderating role of digital competence. The purpose of the research is twofold: first, to identify the key innovation resistance barriers among active seniors, a demographic that demonstrates a high demand for OTAs but low intention to use them; and second, to examine the moderating effects of general digital competence and app-specific digital competence on the relationship between resistance barriers and OTA usage intention. A total of 489 responses were collected from active seniors, defined as individuals aged 50 to 75, through an online survey. The results revealed that all four innovation resistance barriers—usage, value, risk, and tradition—had significant negative effects on OTA usage intention. While general digital competence, which pertains to basic smartphone usage, did not significantly affect OTA usage intention, app-specific digital competence—referring to skills required for navigating and operating OTA platforms—was found to have a significant positive influence. Moreover, app-specific digital competence moderated the relationships between usage, risk barriers and usage intention. Therefore, the findings suggest that in order to enhance OTA usage intention among active seniors who are familiar with smartphones, it is essential to recognize the critical role of app-specific digital competence, particularly the ability to understand OTA-related menus, terminology, and interface design.