초록 열기/닫기 버튼
This study aims to identify the influence of social commerce factors and relationship commitment on purchase intention in hotel room product. The study examines the moderating role of social commerce involvement between social commerce factors and relationship commitment. Furthermore, this study analyzes the positive effects between relationship commitment and purchase intention. Total of 270 social commerce consumers responded to the questionnaire. The frequency, EFA, reliability, multiple and simple regression, hierarchial regression analysis tests were used for data analysis. As a result, the social commerce factors had a positive significant influence on relationship commitment. Second, the relationship commitment had a positive significant influence on purchase intention as well. Third, the results of the moderating role of social commerce involvement showed a significant influence on both the social commerce factors and relationship commitment. Finally, both the academic and practical implications in hotel room product in social commerce are also discussed in the end.
키워드열기/닫기 버튼
Hotel Room Product, Social Commerce, Purchase Intention, Relationship Commitment, Involvement
