여행상품 옵션선택에서의 옵션 프레이밍 효과 - 정보제시 유형을 중심으로 -

초록

This study aims to identify the option framing effect and analyze the interactive effect between this option framing effect and its types of information. To achieve this, quasi-experience was conducted, and a total of 200 samples were used to verify these results statistically. Also, an Independent T-test was performed to analyze result differences using option framing. Then, a multivariate analysis of variance (MANOVA) was carried out to verify these interactive effects. These results showed that the option selection number and the total product price were higher in terms of option subtractive framing than option additive framing. In terms of interactive effects between types of information, specifically, the interactive effects of visual-auditory information were higher. That is, the first type of information was visual information, consisting of texts and images; the other was visual-auditory in consisting of video clips. The results show that, because of the option framing effect, the types of information may have an effect as an interactive variance. Therefore, this paper expects such results may prove useful as grounds for introducing new products throughout the travel industry.

키워드