Earticle

초록

영어

The purpose of this study is to verify the impact on online word of mouth information characteristics for tourism product, information satisfaction, information trust, and purchase intention, and to provide meaningful basic data for successful online marketing strategies for private industry operators. To this end, the survey was conducted for those in their 20s and 40s who have purchased online tourism products within two years, and 277 valid responses were used for analysis. According to the analysis results, it has been confirmed that online word of mouth information characteristics, information satisfaction, information trust, and purchase intention are significantly related to each other. Furthermore, information satisfaction and information trust in the relationship between online word of mouth information characteristics and purchase intention have been found to be partial-mediated and sequential mediated. This study is significant in that it has theoretically expanded the relevant research by validating the effects relationship between major factors and presented the strategic direction of online word of mouth marketing.

목차

Abstract
I. 서론
II. 이론적 고찰
1. 온라인 구전정보 특성과 구매의도의 관계
2. 온라인 구전정보 특성, 정보만족, 구매의도의 관계
3. 온라인 구전정보 특성, 정보신뢰, 구매의도의 관계
4. 온라인 구전정보 특성, 정보만족, 정보신뢰, 구매의도의 관계
III. 연구방법
1. 자료의 수집과 분석
2. 연구모형과 가설설정
3. 조작정 정의 및 측정 도구
4. 분석 방법
IV. 실증분석
1. 측정도구의 신뢰성 및 타당성
2. 주요 연구변인의 상관관계
3. 가설검증
Ⅴ. 결론
참고문헌

키워드

저자

• 김성태 [ Kim, Sung-Tae | 한양대학교 관광학과 박사. ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  관광진흥연구 [Journal of Tourism Enhancement]

• 간기

  계간

• pISSN

  2288-7156

• 수록기간

  2013~2024

• 등재여부

  KCI 등재

• 십진분류

  KDC 326 DDC 338