직장 네티즌들의 인터넷 여행사 이용실태에 관한 연구

A study on the usage behavior of salaried men in visiting internet travel agencies

The development of internet environment in the society caused the travel industry to proceed into the internet business competitively. However, a little research has been conducted on the netizens’ behavior in the internet travel businesses. This study attempted to address the behavioral aspects related to the internet use for salaried men visiting internet travel agencies(ITA). Research findings are as follows: 1) Netizens seemed not to invest much time in searching travel-related sites. Major purposes of their visiting ITA were acquiring travel information, hotel/condominium reservation, package product reservation, etc. 2) They thought the provision of travel information, protection of private information, and internet connecting speed important in purchasing travel product through internet. 3) They revealed high intention to visit ITA, but low to purchase goods. However, netizens who had experience of purchasing goods show higher intention to visit or purchase than those who did not visit ITA even one time.