온라인 준거집단이 여행상품 구매결정속성에 미치는 영향

Impacts of On-line Reference Group on the Purchase Decision of Travel Products

The growth of the internet has caused the conventional reference group of consumers to expand its boundary to the cyber space of internet. This study investigated the effect of online reference group of internet consumers on the customers' tour package purchasing behavior. It also examined how such effects may vary according to the travel motives of the consumers. Data were collected from 217 participants of three exhibitions, which were held in KOEX, Seoul on October 2008. Results showed that information from all the two different types of on line reference groups made signifiant impacts on respondents' decision to purchase a tour package. Results also illustrated that travel motives of the respondents made different effects on decision criteria of purchasing a tour package. Several practical implications and limitations of this study were also discussed.