- Log In/Sign Up
- E-ISSN2233-5382
- KCI
E-ISSN : 2233-5382
The Intention of Repurchase on e-Service Quality by Online Travel Agency Site
Lee, Jong-Ho
Abstract
Purpose - The purpose of this research is reflected on the rapid development of online tourism industries. The study was to establish the strategy for Korean tourism enterprises to develop tourist commodities suitable for Chinese tourists and attract them to visit Korea by the empirical analysis of the relation between repurchase intention of tourists and its premise variables (e-service quality, perceived value and satisfaction). Research design, data, and methodology - This research carried out a questionnaire survey on Chinese tourists who visited Korea with experience of using the online travel agency web sites. A total 398 answers were recovered, 41 of them were excluded due to the dishonest answers and 357 of them were finally analyzed. The data was analyzed with IBM SPSS AMOS 22.0. Results - The research results show that in the online travel agency web site e-service quality, convenience, interactivity, information validity, credibility had a positive impacts on perceived value and satisfaction. The perceived value of online travel agency website users has positive impart on satisfaction and repurchase intention. Satisfaction of online travel agency web site users have positive impacts on repurchase intention. But safety has no impact on perceived value while positive impacts on satisfaction was affected. Conclusions - First, in the online travel agency web site e-service quality, safety has no impact on perceived value while it was shown to have positive impacts on satisfaction because the users of online travel agency web sites believe that the protection of personal information, the defense of cracker and the safeguard of payment security are the basic premises of website operation. Although safety does not have impacts on perceived value, users benefits will suffer damage when hacker intrusion and other accidents occur so that online travel agency web sites should not ignore the security concerns. Second, credibility is a major concern for online travel agency web site users. At this time, it is necessary for the web site to establish a system to display both the commodity information and the using experience published on the user's SNS, thus improving the credibility of the website information.
- keywords
- Online Travel Agency Websites, E-Service Quality, Repurchase Intention
Reference
Ann, G., Keum, L., & Choi, Y. (2010). A study on the disaster preparedness of nurses in some Korean regional emergency medical centers. Journal of Military Nursing Research, 29(1), 94-109.
Bauer, H., Grether, M., & Leach, M. (2002). Building customer relations over the internet, Industrial Marketing Management, 31, 155-163.
Carman, M. (1990). Consumer perceptions of service quality:An assessment of the SERVQUAL dimensions, Journal of Retailing, 66, 33-35.
Dai, W, Q., & Lee, J, H. (2018). Effects of Website Characteristics and Delivery Service Quality on Repurchase Intention, International Journal of Industrial Distribution & Business, 9(5),17-24.
Davis, D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.
Fassnacht, M., & Koese, I. (2006). Quality of electronic services:Conceptualizing and testing a hierarchical model. Journal of Service Research, 9, 19-37.
Gronroos, C. (1984). A service quality model and its marketing implications, European Journal of Marketing, 18(4), 36-44.
Guo, Z, B., Park, U, Y., & Lee, J, H. (2018). Effects of Taxi-Booking Apps of E-Service Quality on Use Intention in China, International Journal of Industrial Distribution & Business, 9(4), 43-52.
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (2006). Multivariate Data Analysis with Readings(6th ed.). New Jersey: Prentice Hall.
Jarvenpaa, S. L., & Todd, P. A. (1996). Consumer Reactions to Electronic Shopping on the World Wide Web. International Journal of Electronic Commerce, 1(2), 59-88.
Kim, K., & Prabhakar, B. (2000). Initial trust, perceived risk, and the adoption of internet banking. ICIS 2000, 537-543.
Kim, Y., Jin, H., & Swinneyb, H. (2009). The role of etail quality, e-satisfaction and e-trust in online loyalty development process. Journal of Marketing Management. 16(4), 239-246.
Lewicki, R., & Bunker, B. (1995). Trust in relationships: A model of development and decline. Conflict, cooperation and justice: Essays inspired by the work of Morton Deutsch, 133-173.
Lewis, Q., & Booms, H. (1983). The Marketing Aspects of Service Quality, in Berry, L. L., Shostack, G., &Upah, G. (Eds.), Emerging Perspectives in Service Marketing. Chicago, IL: American Marketing Association.
Mcdougall, G, H. (2000). Customer Satisfaction with Service:Putting Perceived Value into the Equation. Journal of Services Marketing, 14(5), 392-410.
Oliver, R, L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(2), 460-469.
Oliver, R, L. (1981). Measurement and Evaluation of Satisfaction Processes in Retail Settings. Journal of Retailing, 57, 25-48.
Palmer, J. W., & Griffith, D. A. (1998). An emerging model of web site design for marketing. Communications of the ACM, 41(3), 44-51.
Parasuraman, A., Zeithaml, A., & Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
Park, A., & Gretzel, U. (2007). Success factors for destination marketing web sites: A qualitative meta-analysis. Journal of Travel Research, 46(1), 46-63.
Santos, J. (2003). E-service quality: A model of virtual service dimensions. Managing Service Quality, 13(3), 233-247.
Shang Guan, J, L., Park, U, Y., & Lee, J, H. (2018). A Study on the User’s Sustainable Intention of Mobile Tourism: Focused on Chinese Tourists Visiting Korea. International Journal of Industrial Distribution & Business, 9(5), 47-62.
Shen, C., Huang, Y., Chuand, H., & Hsu, T. (2010). A benefit-cost perspective of the consumer adoption of the mobile banking system. Behaviour & Information Technology, 29(5), 497-511.
Song, Y, T., & Lee, J, H. (2018). The Present Situation and Development Methods of the Communication Industry in China. International Journal of Industrial Distribution & Business, 9(4), 73-82.
Szymansky, D. M., & Richard T. H. (2000). e-Satisfaction:An Initial Examination. Journal of Retailing, 76(3), 309-322.
Tian, X, F., Wu, R, Z., & Lee, J, H. (2017). Use Intention of Chauffeured Car Services by O2O and Sharing Economy. Journal of Distribution Science, 15(12), 73-84
Tseng, S., & Fogg, J. (1999). Credibility and computing technology. Communications of the ACM, 42(5), 39-44.
Venkatesh, V., & Davis, D. (1996). A model of the antecedents of perceived ease of use. Development and Test, Decision Sciences, 27(3), 451-481.
Yoo, C. Y., & Stout, P. A. (2001). Factors Affecting Users'Interactivity with the Web Site and the Consequences of Users' Interactivity. In C. R. Taylor (ed.), Proceedings of the 2001 Conference of the American Academy of Advertising. American Academy of Advertising, 53-61
Yoon, C. (2010). Antecedents of customer satisfaction with online banking in China, The effects of experience. Computers in Human Behavior, 26, 1296-1304.
Zeithaml, A., Parasuraman, A., & Malhotra, A. (2000). A conceptual framework for understanding e-service quality. Working paper, Marketing Science Institute, 54-170.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations