CAJ | 학술논문

本文在文献研究的基础上，提出一个包含顾客教育、顾客心理受权及消费价值的研究模型，并利用作者在旅行社收集的数据，对模型进行了实证检验。数据分析结果表明：顾客教育对顾客心理受权有显著的直接正向影响；顾客心理受权对顾客感知的风险有显著的直接负向影响，对顾客感知的消费价值有显著的直接正向影响。本次研究结果丰富了学术界在顾客教育、顾客受权的研究成果，对旅行社通过顾客教育增强顾客心理受权感，进而提高顾客感知的消费价值有一定的参考价值。
본문재문헌연구적기출상，제출일개포함고객교육、고객심리수권급소비개치적연구모형，병이용작자재여행사수집적수거，대모형진행료실증검험。수거분석결과표명：고객교육대고객심리수권유현저적직접정향영향；고객심리수권대고객감지적풍험유현저적직접부향영향，대고객감지적소비개치유현저적직접정향영향。본차연구결과봉부료학술계재고객교육、고객수권적연구성과，대여행사통과고객교육증강고객심리수권감，진이제고고객감지적소비개치유일정적삼고개치。
Based on the literature review, the authors proposed a research model including customer education, customer psychological empowerment and customer perceived value, and tested the model in travel agencies. The results indicate that customer education has a direct positive effect on customer psychological empowerment; customer psychological empowerment has a direct negative effect on customers＇ perceived risk, and a direct positive effect on customers＇ perceived value. This paper contributes to the literature in customer education and customer empowerment research, and helps travel agencies to raise customer psychological empowerment and customer value through customer education.