온라인 여행사 이용객의 가치와 만족에 영향을 미치는 요인 : 장기지향성의 조절효과를 중심으로

This study investigates why buyers of hotel rooms use online travel agencies (OTA) compared to existing hotel website by applying transaction-cost theory. Based on transaction-cost theory and characteristics of OTA, factors that affect the information value of OTA are composed of six concepts such as cost saving, time saving, perceived discounted price, serendipity, internet reputation provision and trust. In addition, we examined how information value affects user satisfaction by considering the characteristics of users. The characteristics of users are divided from the long-term orientation. As a result of examining the 136 OTA users, it was found that the six variables had a significant effect on the information value. Especially, it was found that the variables of serendipity, internet reputation, and time saving have a great effect on information value. On the other hand, perceived discounted price had a less significant effect compared to other factors. Also, it was confirmed that the user oriented long-term orientation had a negative effect on the effect of information value on OTA use satisfaction. In other words, it can be interpreted that users with short-term orientation tend to be more sensitive than users with long-term orientation in satisfying the information value provided by OTA. Based on the results of the research, we suggested academic and practical implications.