국내 온라인 여행사의 정보시스템 품질이 신뢰, 이용의도, 실제 이용에 미치는 영향

초록

With the development of technology, many users are using travel products through domestic OTA. However, the domestic OTA faces various problems due to the global OTA's encroachment on the domestic travel market. Quality improvement is necessary for Korea's OTA to leap forward and succeed. In particular, trust is essential in this non-face-to-face situation. However, in the field of tourism, this aspect of domestic OTA has been overlooked. Therefore, this study aims to analyze how the quality of the information system of domestic OTA affects trust, intention to use, and actual use. To this end, the survey was conducted among Korean tourists who had used the domestic OTA within the last six months based on 313 valid questionnaires. As a result, system quality, information quality, and interface design quality significantly affected trust. In relationships with information system quality and intention to use, actual use, system quality, and interface design quality affected the intention to use and actual use, but information quality did not. These results are judged to result from the user's preference for personal experience-based information rather than information about OTA's destinations or products. This study can be used as primary data for future research in that it has been measured even in actual use compared to the previous studies that studied only the intention to use due to the difficulty of measuring actual use. Also, it can contribute to improving the quality of domestic OTA. Based on these results, implications were suggested.

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