The purpose of this study is to find out the effect of channel choice of hotel consumers in multi channel environment. 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, hotel consumers are multi channel consumers who search information using an average of 10 information sources. Second, there were significant differences in the information search channel choice according to the hotel reservation channel. This fact shows that majority of the hotel customers are multi channel consumers using various distribution channels but they preferred online channels at reservation stage. Third, depending on the consumer's shopping orientation, there were significant differences in information search and reservation channel choices. Consumers searching for information were divided into three clusters. This result shows that each cluster had a different shopping orientation. Multi channel search cluster were more likely to pursue convenience and pleasure seeking. The offline search cluster showed a tendency to pursue convenience and the online search cluster showed the highest result in the price pursuit tendency. And the choice of the reservation channel of the hotel consumers showed a significant difference only in the convenience pursuit tendency. These results suggest that it is useful to analyze the multi channel shopping based on consumer's shopping orientation. And hotel companies will be able to develop more effective marketing strategies on the basis of this empirical results.
ABSTRACT Ⅰ. 서론 Ⅱ. 이론적 배경 1. 멀티채널 2. 소비자의 구매의사결정과정과 채널선택 3. 쇼핑성향 Ⅲ. 연구설계 1. 연구가설 2. 변수의 조작적 정의 Ⅳ. 성과분석 1. 표본의 인구통계학적 분석 2. 타당성 및 신뢰성 검증 3. 가설검증 Ⅴ. 결론 참고문헌
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