온라인 여행사(OTA) 이용자의 지각된 혜택이 지각된 가치와 공동가치 제안의도에 미치는 영향: 가치기반수용모델을 중심으로

The purpose of this study is to investigate the effects of perceived benefits of OTA users on perceived value and intention to co-create. The data was collected for two months from November to December 2019, and finally 231 questionnaires were analyzed. A structural equation model was used to test the hypothesis. The analysis results are as follows. First, informativeness, economics and convenience have a significant positive effect on perceived value. Second, informativeness had a positive effect on the intention to co-create. Third, perceived value had a positive effect on intention to co-create. Fourth, perceived value has a mediating effect on the relationship between perceived benefits and intention to co-create. This study has the academic implications of expanding the scope of research and the practical implications of providing basic data for improving intention to co-creation of OTA.