e-서비스스케이프가 대형 브랜드, 저가격 의식에 따라 인터넷 여행사 선택속성에 미치는 영향

The Influence of e-Servicescape on Selective Attribution of the Internet Travel Agency: A Focus on the Moderating Effect of Low Price and Large Brand Preference

This study examines the influence of e-Servicescape on selective attributions of the Internet travel agency. In particular, it tests the moderating effect of large brand and low price preference between the two variables. Data were collected from 373 people who have experiences on the products of Internet travel agency. Results show that e-Servicescape has an influence on the every selective attributions of the Internet travel agency. Results also indicate that the tendency on the respondents' large brand preference has an effect on the recognition related to the importance of e-Servicescape. However, the respondents' tendency on low price preference did not an impact on the recognition related to the importance of e-Servicescape.