Although there has been rapid growth of purchasing products through social commerce, there has been little research done on it in the travel industry. This thesis will suggest different marketing strategies for travel agencies by considering specific factors about social commerce that influences purchasing intention based on trust. Also, it says a good relationship and trust between the customers and the travel agency is required to sell travel products through social commerce. For this study, a survey was distributed to people who are using social commerce, the analysis of the results was performed in four ways : the frequency analysis, factor analysis, reliability analysis, and regression analysis. For the purpose of this study, characteristics of social commerce were classified as price, word-of-mouth effect, and convenience of use. First, the results showed that these three social commerce characteristics had a significant impact on the level of trust towards the travel agency. Secondly, the results showed that the trust that was significantly impacted by the social commerce characteristics, had an effect on purchasing intention. Lastly, the results showed that social commerce characteristics significantly influenced purchasing intention. This study was a new attempt to look at the relationships between trust, purchasing intention and social commerce characteristics.In conclusion, this thesis has implication for travel agencies’ abilities to sell competitive travel products without the constraints of space and time through the Travel blog or Twitter.
ABSTRACT Ⅰ. 서론 Ⅱ. 이론적 배경 1. 소셜커머스 여행상품의 특성 2. 신뢰 3. 구매의도 Ⅲ. 연구설계 1. 연구모형 및 가설설정 2. 변수의 조작적 정의 및 설문지 구성 3. 조사 대상 및 분석방법 Ⅳ. 실증분석 1. 표본의 일반적 특성 2. 측정척도의 타당성 분석 3. 가설검증 Ⅴ. 결론 참고문헌
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