초록 열기/닫기 버튼
This research mainly focused on the structural model analysis toward the relationships among travel agent loyalty, perceived risk, reference price, post purchase doubt, and revisiting intention of oversea travelers. This research hypothesis is that travel agent loyalty impact on perceived risk, reference price, and post purchase doubt when oversea travellers choose the package tour, etc. 220 questionnaires were collected for the empirical study to the people who travelled overseas during the last 3years to Busan metropolitan city & Daegu metropolitan city. Among them, 190 questionnaires were used for the final analysis. The structural model analysis shows that travel agent loyalty has a positive, significant effect on perceived risk(β=.50, p<.01), toward reference price(not supported), but it has a negative effect on post purchase doubt(β=-.53, p<.01). The perceived risk has a positive, significant effect on post purchase doubt(β=.64, p<.01). The reference price has a negative, significant effect on post purchase doubt(β=-.25, p<.01). Also post purchase doubt has a negative, significant effect on revisiting intention(β=-.24, p<.01).
키워드열기/닫기 버튼
Loyalty, Perceived Risk, Reference Price, Post Purchase Doubt, Revisiting Intention
