여행사 선택속성, 만족, 구매 후 행동간의 관계 연구 - 신혼여행상품 이용자를 대상으로 -
A Study on the selection property of travel agency by users of honeymoon products and satisfaction, behavior intention after purchase - Focused on users of honeymoon products -
The objective of this research is to select the target for investigation who has experienced honeymoon at abroad and clarify the effect that selection property of travel agency by users of honeymoon products has on satisfaction, behavior intention, after purchase. This study was performed for 20~30 years adults who lived in Seoul and Incheon. The selection and satisfaction, the content scope of this research targeted locals who purchased abroad honeymoon products and time targeted newly wedding couples from December 1st, 2011 to November 30th, 2014. To achieve the this study objective, 200 valid questionnaires were statistically analyzed, using frequency analysis, reliability analysis, factor analysis, correlation analysis, regression analysis. The results show that First, Hypothesis was adopted that part of the impact on the travel scale, and reliability and Travel price highest user satisfaction. Second, Hypothesis which means that analysis after Travel satisfaction affect the behavior to users of honeymoon goods. Third, Hypothesis which means that usage convenience, professional travel agent, travel agency scale and reliability, travel deals, recommendations factors of human relations and acquaintances appeared to affect users even revisit the honeymoon goods.
ABSTRACT Ⅰ. 서론 Ⅱ. 이론적 배경 1. 여행사 선택속성 2. 만족 3. 구매 후 행동 Ⅲ. 연구설계 1. 연구모형 및 가설설정 2. 표본설계 및 분석방법 3. 변수의 조작적 정의 Ⅳ. 분석결과 1. 조사대상자의 일반적 특성 2. 측정항목의 신뢰성 및 타당성 검증 3. 가설검증 Ⅴ. 결론 참고문헌
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