CAJ | 학술논문

使用结构方程模型分析了旅行社电子服务质量对网站使用者感知价值和购买意愿的影响,研究发现,电子服务质量对网站使用者的感知价值及其未来的网络购买意愿均有显著的正向影响,但不同质量维度的影响不同。其中,网站效率、信息保护和易于联系3个维度对感知价值的影响达到了显著性水平;系统应用维度对感知价值的影响虽不显著,但对购买意愿有显著的直接影响;信息保护和易于联系两个维度虽对购买意愿没有显著的直接影响,但通过影响感知价值对其产生间接影响;网站效率对购买意愿的影响最为显著,不仅有直接影响还通过感知价值对其产生间接影响;网站使用者的感知价值部分中介了旅行社电子服务质量对其网络购买意愿的影响。
사용결구방정모형분석료여행사전자복무질량대망참사용자감지개치화구매의원적영향,연구발현,전자복무질량대망참사용자적감지개치급기미래적망락구매의원균유현저적정향영향,단불동질량유도적영향불동。기중,망참효솔、신식보호화역우련계3개유도대감지개치적영향체도료현저성수평;계통응용유도대감지개치적영향수불현저,단대구매의원유현저적직접영향;신식보호화역우련계량개유도수대구매의원몰유현저적직접영향,단통과영향감지개치대기산생간접영향;망참효솔대구매의원적영향최위현저,불부유직접영향환통과감지개치대기산생간접영향;망참사용자적감지개치부분중개료여행사전자복무질량대기망락구매의원적영향。
The paper studied the effects of E-service quality of travel agencies in China on websites users＇ perceived value and purchasing intention using SEM.The results indicated that E-service quality of travel agencies had statistically significant positive impacts on both websites users＇ perceived value and purchasing intention,while the impacts were different among the four different dimensions of E-service quality,specifically,website＇s efficiency,information protection,and easy to contacting had statistically significant positive impacts on websites users＇ perceived value;the effect of system availability on perceived value was not statistically significant,while its impact on purchasing intention was statistically significant;information protection and easy to contacting had no direct impact but had indirect impact on purchasing intention through perceived value;among the four dimensions,website＇s efficiency had strongest impact on purchasing intention,both direct and indirect through perceived value.The effects of E-service quality of travel agency on website users＇ purchasing intention was partially mediated by website users＇ perceived value of using this website.The managerial implications were proposed and further research directions were indicated at the last part of the paper.