거래비용분석(Transaction Cost Analysis)관점에서 채널애호도 선행변수에 관한 연구

A Study on Antecedent Variables of Preference and Loyalty for Channels Based on the Perspective of Transaction Cost Analysis: Focused on Online Travel Packages

The purpose of this paper is to conceptualize, develop and validate independent variables that result in consumers’ satisfaction, preference and loyalty for the tourism online channel. I examine antecedents of consumers’ satisfaction, preference and loyalty toward e-commerce channel, utilizing Transaction Cost Analysis (TCA) as the lens to examine online consumers’ satisfaction,preferenceand channel loyalty. The study found that TCA components - asset specificity, uncertainty and frequency -are important in forming consumers’ attitude and satisfaction with online channel. Only uncertainty is formed to be significant determinant of channel preference in TCA components. The results of the survey on 220 consumers revealed that asset specificity, uncertainty and frequency are key determinants of consumers’ loyalty assessed by their satisfaction with the EC channel. Lastly, applications and related limitations are discussed.