온라인 여행 커뮤니티에서 이용자 관여도의 매개적 효과 연구

다국어 초록 (Multilingual Abstract)

The development of Internet technology and rapid increases in the number of Internet users brought about considerable changes in the tourism industry. From the consumer`s viewpoint, Internet technology becomes an important tool to support decision making in travel in their lives. In this study, to empirically verify the foregoing, the elaboration likelihood model (ELM) and the user involvement theory were applied to establish our research model. An empirical analysis of 174 online travel community users was conducted using Smart PLS and SPSS 18.0. In particular, we adopted Baron & Kenny (1985)`s mediated-regression approach as well as Zhao et al. (2010)s` mediation approach to examine a mediating role of the involvement in the relationships between information quality/the reliability of information sources and users` intention to use and share. Based on our results, all proposed research hypotheses are supported. That is, the results indicated that information quality and the reliability of information sources significantly affected users` intention to use and share online travel communities in accordance with the degree of involvement as a parameter. This study has several implications for research as well as practice. As for the implications for research, we attempt to employ ELM as a theoretical lens into our research model and also examine the mediating role of user involvement by using two different mediation analysis techniques. On a basis of our empirical findings, we expect that our results help those who manage online travel community sites to set up a detailed marketing plan for their targeted travellers.

참고문헌 (Reference)

1 "한국관광공사"

2 김용일, "펜션 웹사이트 서비스품질과 고객만족 및 구전의도 간 인터넷 자기효능감의 조절효과에 관한 연구" 한국호텔외식경영학회 21 (21): 51-68, 2012

3 김종욱, "온라인 소비자 구매행동에서 제품관여도의 조절효과에 관한 연구" 한국경영과학회 22 (22): 51-76, 2005

4 박현지, "신뢰와 만족을 매개로 한 모바일 관광정보 서비스의 특성, 경험가치, 사용의도에 관한 관계분석" 한국호텔외식경영학회 20 (20): 245-265, 2011

5 김기진, "스마트폰 외식관련 어플리케이션의 사용용이성이 이용의도에 미치는 영향에 관한 연구: 친숙도와 유용성의 매개효과를 중심으로" 한국호텔외식경영학회 20 (20): 61-81, 2011

6 이유재, "고객정보참여 행동의 결정요인과 관여의 조절역할:구전과 협조를 중심으로" 한국마케팅학회 8 (8): 13-40, 2006

7 Tam, K.Y., "Web personalization as a persuasion strategy: an elaboration likelihood model perspective" 16 (16): 271-291, 2005

8 Chung, J. Y., "Web 2.0: a study of online travel community" 3 : 78-81, 2008

9 Casalo, L. V., "Understanding the intention to follow the advise obtained in an online travel community" 27 (27): 622-633, 2011

10 Wu, J. J., "Toward understanding members' interactivity, trust, and flow in online travel community" 105 (105): 937-954, 2005

11 Sherif, M., "The psychology of ego-involvement, social attitudes and identification" J. Wiley & Sons Inc. 1947

12 Chin, W. W., "The partial least squares approach for structural equation modeling, in Modern Methods for Business Research" Lawrence Erlbaum Associates 295-336, 1998

13 Baron, R. M., "The moderator-mediator variables distinction in social psychological research : conceptual, strategic and statistical considerations" 51 (51): 1173-1182, 1986

14 McGaughey, R. E., "The internet as marketing tool" 6 (6): 1-11, 1998

15 Ajzen, I., "The influence of attitudes on behavior, In Handbook of attitude and behavior" 2005

16 Kruman, H. E., "The impact of television advertising: learning without involvement" 29 (29): 349-356, 1967

17 Cho, Y. C., "The impact of product category on customer dissatisfaction in cyberspace" 9 (9): 635-651, 2003

18 Stephenson, M. T., "Testing the mediating role of cognitive response in the elaboration likelihood model" 52 (52): 324-337, 2001

19 Zhao, X., "Reconsidering Baron and Kenny : myths and truths about mediation analysis" 37 (37): 197-206, 2010

20 Petty, R. E., "Personal involvement as determinant of argument-based persuasion" 41 (41): 847-855, 1981

21 Hair, J. F. Jr., "Multivariate data analysis" Prentice Hall 1998

22 Wang, Y., "Modeling participation in an online travel community" 42 : 261-270, 2004

23 Zaichkowsky, J. L., "Measuring the involvement construct" 12 (12): 341-352, 1985

24 Novak, T. P., "Measuring the customer experience in online environments : a structural modeling approach" 19 (19): 22-42, 2000

25 Laurent, F., "Measuring consumer involvement profiles" 22 (22): 41-53, 1985

26 Sussman, S. W., "Informational influence in organizations: an integrated approach to knowledge adoption" 14 (14): 47-65, 2003

27 Bhattacherjee, A., "Influence processes for information technology acceptance: an elaboration likelihood model" 30 (30): 805-825, 2006

28 Bearden, W. O., "Handbook of marketing scales: multi-item measures for marketing and consumer behavioral research" Sage Publications 1993

29 Huang, Y., "Exploring motivations of travel knowledge sharing on social network sites: an empirical investigation of U.S. college students" 197 (197): 717-734, 2010

30 Johnson, T. J., "Every blog has its day: politically-interested internet users' perceptions of blog credibility" 13 (13): 2007

31 Fornell, C., "Evaluating structural equation models with unobservable variables and measurement error" 18 (18): 39-50, 1981

32 Morris, J. D., "Elaboration likelihood model : a missing intrinsic emotional implication. Journal of Targeting" 14 (14): 79-98, 2005

33 Kim, W. G., "Effects of an online virtual community on customer loyalty and travel product purchases" 25 (25): 343-355, 2004

34 Desteno, D., "Discrete emotions and persuasion: the role of emotion-induced expectancies" 86 (86): 43-56, 2004

35 Rodie, A. R., "Customer participation in services production and delivery, in Handbook of Service Marketing and Management" Sage 111-125, 2000

36 Dyer, J., "Creating and managing a high performance knowledge sharing network : the Toyota case" 21 (21): 345-367, 2000

37 Kim, J. U., "Consumer perceptions on web advertisements and motivation factors to purchase in the online shopping" 26 (26): 1208-1222, 2010

38 Kardes, F. R., "Consumer behavior and managerial decision making" Prentice-Hall 2002

39 Solomon, M. R., "Consumer Behavior" Prentice-Hall 2002

40 Petty, R. E., "Communication and persuasion: central and peripheral routes to attitude changes" Springler-Verlag 1986

41 Podsakoff, R. M., "Common method biases in behavioral research: a critical review of the literature and recommended remedies" 88 (88): 879-903, 2003

42 Prahalad, C. K., "Co-opting customer competence" 78 (78): 79-87, 2000

43 Armstrong, C. L., "Blogs of information : how gender cues and individual motivations influence perceptions of credibility" 14 (14): 435-456, 2009

44 Rothschild, M. L., "Behavioral learning theory: its relevance to marketing and promotions" 45 (45): 70-78, 1981

45 Liang, H., "Assimilation of enterprise systems : the effect of institutional pressures and the mediating role of top management" 31 (31): 59-87, 2007

46 Koufaris, M., "Applying the technology acceptance model and flow theory to online customer behavior" 13 (13): 205-223, 2002