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The Study on the Moderating Effect of Regulatory Focus on Tourism Social Commerce: Focused on the Relationship among Customer Value, Satisfaction and Continuous Use Intention
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  • Journal title : Journal of Digital Convergence
  • Volume 14, Issue 3,  2016, pp.143-150
  • Publisher : The Society of Digital Policy and Management
  • DOI : 10.14400/JDC.2016.14.3.143
 Title & Authors
The Study on the Moderating Effect of Regulatory Focus on Tourism Social Commerce: Focused on the Relationship among Customer Value, Satisfaction and Continuous Use Intention
Park, Hyun-Jee;
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 Abstract
We analyzed the relationship among customer value, satisfaction and continuous use intention of tourism social commerce in this study. And also we observed the moderating effects of regulatory focus on the relationship between customer value and satisfaction. As the results, we found partially positive relationship between customer value and satisfaction and positive relationship between satisfaction and continuous use intention of tourism social commerce. The regulatory focus partially moderated the relationship between customer value and satisfaction. Finally we emphasize the importance of customer value, enhancing promotion focus and weakening prevention focus for continuous use intention of tourism social commerce.
 Keywords
Tourism Social Commerce;Regulatory Focus;Customer Value;Satisfaction;Continuous Use Intention;
 Language
Korean
 Cited by
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