A Study on Factors Influencing the Purchase of Travel Products on Social Commerce

This study examined the factors influencing the purchase of travel products on social commerce by dividing them into usage characteristics of social commerce such as convenience of usage, product diversity, price discount, website reputation, and purchase attitude such as satisfaction, perceived risk, trust, and switching cost, purchase intention. As a result of the analysis, convenience of usage and product diversity have a positive (+) effect on satisfaction, price discount affects satisfaction and trust, and website reputation affects both satisfaction, perceived risk, and trust. In addition, satisfaction have a effect on trust and purchase intention, and perceived risk affect trust. Therefore, this study has practical significance in that social commerce companies should operate so that customers can have the intention to purchase by being satisfied with the site and products during the process of searching for travel products on social commerce.