기업평판과 온라인 리뷰가 패키지 여행상품 구매 의도에 미치는 영향 : 해석수준이론을 중심으로


Corporate Reputation and Online Review as Determinants of Purchase Intention of Package Travel Product : Focusing on Construal Level Theory

김경아, 신건철

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This research investigate the effect of corporate reputation and online review on purchase intention according to the psychological distance of travel destination and the moderating effect according to experience of package travel product. As a result, it was found that the influence of the corporate reputation on purchase intention was greater when the psychological distance to the travel destination was far greater than that of the online review. On the other hand, when consumers who have package travel experience choose a travel destination that is far from psychological distance, corporate reputation has a greater influence than online review, but there is no difference when choosing a destination with a close psychological distance. 2(psychological distance: close vs. far) × 2(information type: high reputation and moderate Online review vs. moderate reputation and high Online review). Experience in the experimental design was demonstrated by setting up a mixed factor design, measured by variables in the participant. The direct and indirect experience of the package traval was set as college students in the sense that college students in their 20s could be less than those in relatively different age groups. As a result, consumers who did not have package travel experience did not have any difference in influence between corporate reputation and online review in purchase intention according to psychological distance of travel. This research provides deeper insight psychological distance, corporate reputation, online review information, and the role of package travel experience on purchase intentions of package travel product. Implications and future study of this research were discussed.


Ⅰ. 서론
Ⅱ. 이론적 배경
1. 기업평판
2. 온라인 리뷰
3. 해석수준이론
Ⅲ. 연구설계
1. 연구가설
2. 실험설계 및 실험 디자인
3. 실험절차 및 방법
Ⅳ. 실증분석
1. 조작점검
2. 가설검증
Ⅴ. 결론


  • 김경아 Kyounga Kim. 경희대학교 일반대학원 경영학과 박사과정
  • 신건철 Geoncheol Shin. 경희대학교 경영학과 교수


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