OTAs 환경에서 호텔 가격할인에 대한 소비자 구매의도 분석: 위험지각의 매개효과 및 브랜드 친숙도 조절효과 = Investigating Consumers’ Purchase Intentions by Hotel Price Discounts in OTAs Setting: Mediating Role of Risk Perception and Moderating Role of Brand Familiarity

국문 초록 (Abstract)

본 연구는 온라인 여행사(online travel agency: OTA) 환경에서 제시한 호텔 가격할인에 대한 소비자의 인지심리를 분석하고자 할인율에 따른 구매의도를 분석하였고, 호텔 객실의 가격할인율이 높을수록 그 품질에 대한 위험지각을 고찰하였으며, 호텔 브랜드 친숙도가 그 위험지각을 감소시킬 수 있는지 그 조절효과를 검정하였다. 본 연구를 위해 10%, 30%, 50%, 70%, 및 90%의 할인율 5가지와 호텔 브랜드 친숙도(잘 알려진 브랜드 vs. 덜 알려진 브랜드) 2가지를 독립변수로 설정하여 5X2 실험연구를 설계하였다. 설문조사는 OTAs를 이용하여 호텔을 구매해본 적이 있는 미국호텔소비자를 대상으로 조사하였고, 808명의 응답을 이용하여 SPSS와 AMOS 23.0으로 분석하였다. 데이터 분석결과, OTA에서 판매되는 호텔객실 할인율이 높아질수록 소비자의 구매의도가 높아졌으나, 과도한 할인(90% 할인)가격은 소비자의 구매의도를 감소시켰다. 또한 호텔 객실할인율과 소비자 구매의도 간 관계에서 소비자의 위험지각은 유의한 매개역할을 하였으며, 호텔 브랜드 친숙도는 조절변수로써 유의하게 작용하였다. 이 실험연구의 분석결과를 바탕으로 OTA 매니저들을 위한 유용한 전략이 제시되었고, 새로운 관점에서 학문적인 시사점을 도출하였다.

다국어 초록 (Multilingual Abstract)

This study investigated the effect of hotel’s discounted price on customers’ purchase intentions depending on discount rate, examined the mediating role of risk by perception discount rate and verified the moderating function of familiarity on the relationship between discount rate and purchase intention in an online travel agent(OTA) setting. The experimental study that includes discount condition (10%, 30%, 50%, 70%, and 90%) and hotel brand familiarity (well-known hotel vs. lesser-known hotel) as independent variables was designed based on the literature review, and the survey was conducted targeting US hotel customers who had purchased the hotel room using OTAs. The 808 responses were collected via survey company in USA and the data analyzed using SPSS and AMOS 23.0 program. The analysis results revealed that discount rate of hotel room price affect on customers’ purchase intentions positively while excessive discount of hotel room (90% discounted price) decreased customers’ purchase intention in the OTA setting. Additionally, risk perception significantly mediated the link from discount rate to purchase intentions, and brand familiarity played a significant moderating role on the relationship between discount rate and purchase intentions. According to the analysis results, effective strategies for managers in OTA and academic implications were discussed.

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