Earticle

초록

영어

The purpose of this study is the findings of the effect of perceived risk on purchase intention in the hotel business. Especially, this study focuses on the differences presented by message framing. This researchers set up hypotheses referring to theoretical backgrounds and conducted a questionnaire for customers who have looked for hotel information. The findings are as follows. The First, of perceived risks, physical risk had a negative impact on the consumer's purchase intentions. The second, there was a difference in financial risk among the perceived risks by message framing. Especially, when the message is framed negatively, the financial risk is higher. And purchasing intention was also different by message framing. Especially, when the message is framed positively, purchase intention is higher. The Third, the main effects of message framing type (positive X negative) on purchase intention were all significant. In the effect of perceived risk level (high risk X low risk) on purchase intention, only the main effect of the level of physical risk and social psychological risk showed significant results. However, the interaction effect between message framing type and perceived risk level on purchase intention was not statistically significant. Hotel companies will be able to develop more effective marketing strategies on the basis of this empirical results.

목차

ABSTRACT
 Ⅰ. 서론
 Ⅱ. 이론적 배경
  1. 지각된 위험
  2. 메시지 프레이밍
  3. 구매의도
 Ⅲ. 연구설계
  1. 연구가설
  2. 연구방법
 Ⅳ. 실증분석
  1. 표본의 인구통계학적 분석 및 실험조작의 검증
  2. 타당성 및 신뢰성 검증
  3. 가설검증
 Ⅴ. 결론
 참고문헌

키워드

저자

• 임현정 [ Hyunjeong Lim | 경기대학교 호텔경영학과 시간강사 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  관광경영연구 [Journal of Tourism Management Research]

• 간기

  연7회

• pISSN

  2092-528X

• 수록기간

  1997~2021

• 십진분류

  KDC 326 DDC 338