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Impact of the scarcity of accommodation products on O2O to perceived values, uniqueness and impulsive purchase
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O2O 숙박 상품의 희소성이 지각된 가치, 독특성, 충동구매에 미치는 영향

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Type
Academic journal
Author
Hur, Kyung-Suk (경희대학교) Byun, Jung-Woo (경희대학교)
Journal
The Korea Academic Society Of Tourism And Leisure Journal of Tourism and Leisure Research Vol.28 No.11 (Wn.111)
Published
2016.11
Pages
147 - 166 (20page)

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Impact of the scarcity of accommodation products on O2O to perceived values, uniqueness and impulsive purchase
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Abstract· Keywords

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This study aims to investigate the impact on the scarcity of the accommodation products based on O2O(online to offline) service environments. The study also confirmed perceived values and uniqueness by scarcity. The study used SEM(Structural Equation Modeling) to examine how scarcity influences perceived values and uniqueness. Authors also confirmed the relationship between impulsive purchase and these factors. The results of the study show that scarcity factors influenced the perceived values and the uniqueness of accommodation products and both factors influence impulsive purchase behaviors. Through the results of the study, Authors suggest that the scarcity strategy on O2O environments with the individual’s information process and stimulation of impulsive purchase.
#O2O(online to offline) #희소성(scarcity) #독특성(uniqueness) #지각된가치(perceived value) #충동구매(impulsive purchase)

Contents

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 연구결과
Ⅴ. 결론
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References (44)

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[학술지(정기간행물)] - 김민형 / 2016 / 온라인 여행상품의 메시지 프레이밍과 희소성 메시지 및 가격할인 메시지 구성이 구매의도에 미치는 영향 / 관광학연구 40 (5) : 183 ~ 195 dbpia [학술지(정기간행물)] - 김재휘 / 2007 / 희소성 메시지와 프레이밍 방식이 구매의도에 미치는 효과 / 한국심리학회지: 소비자·광고 8 (2) : 183 ~ 204 google schola [학술지(정기간행물)] - 김철진 / 2016 / O2O 비즈니스 활성화를 위한 동적 모바일 서비스 아키텍쳐 / 한국산학기술학회논문지 17 (1) : 710 ~ 716 Crossref [학술지(정기간행물)] - 김형모 / 2016 / O2O(Online to Offline)서비스 전략방향 연구 / 커뮤니케이션디자인학연구 54 : 251 ~ 262 dbpia [학술지(정기간행물)] - 배윤경 / 2004 / 인터넷 쇼핑에서 희소성 메시지가 소비자 구매의도에미치는 영향에 관한연구 / 광고학연구 15 (5) : 503 ~ 521 google schola

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UCI(KEPA) : I410-ECN-0101-2017-323-001914124