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A Study on Perceived Risk and Purchase Intention in Hotel Business by Message Framing
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메시지 프레이밍에 따른 호텔의 지각된 위험과 구매의도에 관한 연구

논문 기본 정보

Type
Academic journal
Author
LIM HYUNJEONG (경기대학교)
Journal
Tourism Management Research Organization 관광경영연구 관광경영연구 제21권 제4호
Published
2017.7
Pages
159 - 179 (21page)

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A Study on Perceived Risk and Purchase Intention in Hotel Business by Message Framing
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Abstract· Keywords

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The purpose of this study is the findings of the effect of perceived risk on purchase intention in the hotel business. Especially, this study focuses on the differences presented by message framing. This researchers set up hypotheses referring to theoretical backgrounds and conducted a questionnaire for customers who have looked for hotel information. The findings are as follows. The First, of perceived risks, physical risk had a negative impact on the consumer's purchase intentions. The second, there was a difference in financial risk among the perceived risks by message framing. Especially, when the message is framed negatively, the financial risk is higher. And purchasing intention was also different by message framing. Especially, when the message is framed positively, purchase intention is higher. The Third, the main effects of message framing type (positive X negative) on purchase intention were all significant. In the effect of perceived risk level (high risk X low risk) on purchase intention, only the main effect of the level of physical risk and social psychological risk showed significant results. However, the interaction effect between message framing type and perceived risk level on purchase intention was not statistically significant. Hotel companies will be able to develop more effective marketing strategies on the basis of this empirical results.
#Message Framing. Perceived Risk. Purchase Intention. Marketing Strategy.

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References (45)

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권익현 / 2005 / 지각된 위험이 메시지 프레이밍 효과에 미치는 영향에 관한연구 / 마케팅연구 20(3):29~45 dbpia 김광지 / 2014 / 가격할인 프레이밍과 메시지 프레이밍에 대한 고객의 반응 연구 / 외식경영연구 17(5):277~297 google schola 김기영 / 2011 / 패밀리 레스토랑의 브랜드 심벌이 브랜드 이미지, 선호도 및 구매의도에 미치는 영향 / Culinary Science & Hospitality Research 17(3):33~46 dbpia 김현지 / 2012 / 해외여행상품 구매의도 및 구매 추천의도에 영향을 미치는 위험지각속성 및 위험유형에 관한 연구 / 호텔경영학연구 21(3):137~152 dbpia 류인평 / 2011 / 관광 위험지각과 관광자 태도 및 구매의도에 관한 연구 / 관광연구 26(1):149~168 google schola

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