earticle

영어

The objectives of this study are to suggest significant implications for online travel agency(OTA) by investigating the relationship between customer’s purchasing intention and the trust building factors, which are website service quality, scale and reputation of OTA, and transaction safety, and purchase intention differences between the groups in accordance with recognition of the factors, and the interactive effects among the factors affecting on purchase intention. To achieve the objectives, as a conceptual framework of the study, the literatures on website service quality, company scale, company reputation, and transaction safety were reviewed, and the empirical studies on the perception of people who had experiences to buy travel products of OTA within a year were conducted. The findings of the study showed that the three factors of reputation of OTA, scale of OTA, and transaction safety had significant impacts on the purchase intention, and the differences of purchase intention existed between the groups according to recognition of the three factors, company scale, company reputation, and transaction safety, and the interactive effects also existed between the two factors, the reputation of OTA and transaction safety, and among the above three factors.