거래비용경제학의 적용(TCE)에 의한 인터넷 여행상품 구매의도 분석

An Applicayion of Transaction Cost Economics to e-Tourism: A Comparison of Customers Model and Prospects Model

This paper is to investigate internet customer intention to purchase travel products in connection with transaction cost. In the model authors presuppose three variables： uncertainty, asset specificity, and perceived trust as transaction costs, transaction costs as mediating variable and finally customers’ buying intention as endogenous variable. With data gathered from 419 questionnaire writers tested the model by structural equations. The result shows that consumers’ willingness to buy the products is determined by the transaction cost, while prospect groups tend to involve with asset specificity, the transaction cost, and purchase intention.