온라인 여행 커뮤니티의 신뢰, 구성원의 준사회적 상호작용, 조언수용 및 여행만족간의 관계
Examining the structural relationships between trust in online travel community, parasocial interaction among members, intention to follow advice and travel satisfaction.
This study examined the structural relationships trust in online travel community, parasocial interaction, intention to follow advice and travel satisfaction. To empirically test the conceptual model, questionnaire were distributed to members of online travel community, who have experienced to obtain tourism information and/or to share information prior to and during their travel. A total of 351 community members participated in survey and the data were analyzed using SPSS 23.0 and AMOS 23.0 statistical program. The results showed that members’ perceived trust in online travel community influenced their parasocial interaction online positively. In addition, members’ trust in online travel community and parasocial interaction online pre- and during travel found to be predictors for intention to follow advice. Finally, the higher members’ intention to follow advice, the higher their travel satisfaction. These findings provide insightful implications with both practitioners and researchers.
ABSTRACT Ⅰ. 서론 Ⅱ. 이론적 배경 1. 신뢰 2. 준사회적 상호작용 3. 조언수용 4. 여행만족 Ⅲ. 연구설계 1. 측정변수의 추출 2. 데이터 수집 Ⅳ. 실증분석 1. 인구통계적 특성 2. 측정척도 분석 3. 구조방정식 적합도 및 연구가설 검증 Ⅴ. 결론 참고문헌
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