소셜 네트워크 서비스 품질이 관광객의 사용의도에 미치는 영향: 신뢰와 만족을 매개로 하여 = The Analysis on Tourists' Use Intention of Social Network Service Quality: Mediating Roles of Trust and Satisfactions

다국어 초록 (Multilingual Abstract)

Social Network Services (SNS) are changing the ways in which people use and engage with the internet and with each other. Tourism social network service can be broadly defined as an internet or mobile-based social space where tourists can connect, communicate, and create and share content with others.
Tourists use SNS for countless activities. Among the most common uses, however, are 1) viewing tourism related content/finding information for tourism 2) creating and customizing profiles. So in the field of tourism, study about tourist activities related social network service is needed.
From this viewpoint, the purpose of this study is to analyze the relationship among social network service quality, trust, satisfaction and use intention. According to the field survey result, this study identifies the relationships as follows. First, social network service quality has partly significant positive relationship with trust. and satisfaction. Second, trust has significant positive relationship with satisfaction and use intention. Third satisfaction gives significantly positive impacts to use intention.

참고문헌 (Reference)

1 김태구, "호텔회계정보시스템 이용행동에 대한 경로분석: 기술수용모델(TAM)의 응용" 한국관광학회 28 (28): 313-334, 2005

2 최성철, "호텔의 고객관계마케팅요인이 관계의 질과 성과에 미치는 영향에 관한 연구" 계명대학교 대학원 2005

3 김유경, "항공사 직원-고객의 직접커뮤니케이션이 브랜드 로열티에 미치는 영향에 관한 연구" 한국외식경영학회 10 (10): 31-50, 2007

4 방송통신위원회, "한국인터넷백서 2009" 236-, 2009

5 장덕진, "한국인 트위터 네트워크의 구조와 동학" 언론정보연구소 48 (48): 59-86, 2011

6 삼성경제연구소, "한국 관광산업의 업그레이드 전략 - 미래 관광의 7대 트렌드와 대응방안-" 2011

7 KT경영경제연구소, "플랫폼으로 진화중인 SNS, 소셜 플랫폼의 확대 전망" 2011

8 이정란, "지역축제 브랜드에 있어서 지각된 서비스품질이 일체감, 만족과 충성도에 미치는 영향" 한국호텔관광학회 11 (11): 1-14, 2009

9 조광행, "점포충성도에 대한 전환장벽과 고객만족의 영향력에 관한 실증적 연구" 28 (28): 127-149, 1999

10 한국인터넷진흥원, "인터넷이용자의 SNS이용실태조사 최종보고" 한국인터넷진흥원 2009

11 장뢰, "인터넷쇼핑몰에서 관계효익이 재구매의도에 미치는 영향에 관한 연구 - 중국인을 중심으로 -" 국제e-비즈니스학회 12 (12): 179-205, 2011

12 김정흠, "인터넷 쇼핑몰의 물류서비스 품질이 고객만족도와 충성도에 미치는 영향" 한국경영교육학회 26 (26): 443-461, 2011

13 이흥연, "외식서비스의 지각된 품질이 고객의 가치 및 행동의도에 미치는 영향연구 : 패밀리레스토랑과 패스트푸드점을 중심으로" 경희대학교 대학원 2010

14 삼성경제연구소, "여가서비스의 새로운 기회와 기업의 대응" 2010

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

16 박영락, "소셜네비 국내최초 SNS 활용성공사례" 앱북스 241-, 2011

17 노미진, "모바일뱅킹 품질 및 지각된 신뢰가 재이용 의도에 미치는 영향: 성별의 조절효과를 중심으로" 한국산업경제학회 24 (24): 927-952, 2011

18 김호영, "모바일 인터넷의 사용에 영향을 미치는 중요 요인에 대한 실증적 연구" 한국경영정보학회 12 (12): 89-113, 2002

19 문영주, "대한 전자거래학과 교육과정 고찰: 4년재 대학을 중심으로" 한국국제회계학회 151-168, 2006

20 윤주, "관광지식정보시스템 수용결정요인 검증" 한국호텔외식경영학회 16 (16): 15-34, 2007

21 한국관광공사, "관광공사-SKT “손안의 관광시대” 연다"

22 문형남, "관계혜택이 인터넷 쇼핑만족과 고객충성도에 미치는 영향에 관한 연구" 한국경영정보학회 5 : 162-174, 2002

23 이유재, "고객만족 연구에 관한 종합적 고찰" 11 (11): 139-166, 2000

24 박명호, "고객만족 개념의 재정립과 척도개발에 관한 연구" 15 (15): 93-122, 2000

25 Garvin D. A., "What Does ‘Product Quality Really Mean?’" 26 (26): 25-43, 1984

26 Kum Chang, Lee, "Understanding factors affecting trust in and satisfaction with mobile banking in Korea: A modified Delone and Mclean’s model perspective" 21 : 385-392, 2009

27 Bhattacherjee, A., "Understanding Information System Continuance : An Expectation-Confirmation Model" 25 (25): 351-370, 2001

28 Lewis, J., "Trust as a Social Reality" 63 : 967-985, 1985

29 Lewis J. D., "Trust as a Social Reality" 63 (63): 967-985, 1985

30 Howard, J. A., "Theory of Buy Behavior" John Wiley & Sons 1969

31 De wulf, K, "The role of pleasure in website success" 43 (43): 434-446, 2006

32 Ahn, T., "The impact of online and offline features on the user acceptance of internet shopping malls" 3 (3): 405-420, 2004

33 McKnight D. H., "The impact of initial consumer trust on intentions to transact with a web site : a trust building model" 11 : 297-323, 2002

34 Garbarino, E., "The different roles of satisfaction, trust, and commitment in customer relationships" 63 (63): 70-87, 1999

35 Yoon, S. J., "The antecedents and consequences of trust in online purchase decisions" 16 (16): 47-63, 2002

36 Bagozzi, R., "The Self-Regulation of Attitudes, Interntions, and Behavior" 55 : 178-204, 1992

37 Babim, B, J., "The Nature of Satisfaction: An Updated Examination and Analysis" 41 : 127-136, 1998

38 Delone, W. H., "The DeLone and McLean Model of Information Systems Success: A Ten-Year Update" 19 (19): 2003

39 Zeithaml, V. A., "The Behavioral Consequence of Service Quality" 60 (60): 1996

40 Garton, L., "Studying online social networks" 3 (3): 1997

41 Boyd, D., "Social network sites: Definition, history, and scholarship" 13 (13): 11-, 2007

42 Oh, H., "Service Quality, Customer Satisfaction, and Customer Value : A Holistic Perspective, International" 18 : 67-82, 1999

43 최선미, "SNS의 사회자본 형성에 미치는 영향에 관한 연구 : 싸이월드 미니홈피 특성을 중심으로" 서강대학교 언론대학원 2009

44 김대진, "SNS(Social Network Service)의 사용자 만족과 지속적 사용을 위한 영향요인에 관한 연구" 중앙대학교 대학원 2011

45 서우종, "SNS 웹 사이트의 품질요인이 사용자 만족, 지속적 사용의도 및 구전의도에 미치는 영향에 대한 실증 연구" 산업개발연구소 26 (26): 99-132, 2010

46 Oliver, R. L., "Response determinants in Satisfaction judgement" 14 : 495-507, 1988

47 Baker, D., "Quality, Satisfaction and Behavioral Intentions" 27 (27): 785-804, 2000

48 Westbrook, R. A., "Product/Consumption Based Affective Responses and Postpurchase Processes" 14 (14): 258-270, 1987

49 Eldon. e Y. Li, "Perceived Importance of Information System Sucess Factors : A Meta Analysis of Group Difference" 32 : 15-28, 1997

50 O'Murchu, I., "Online Social and Business Networking Communities" Digital Enterprise Research Institute, National University of Ireland 2004

51 Lewicki, R. J., "Models of interpersonal trust development: Theoretical approaches, empirical evidence, and future directions" 32 (32): 991-1022, 2006

52 Cronin, J. J,., "Measuring Service Quality : A Reexamination and Extension" 56 : 55-68, 1992

53 Gefen, D, "Manging user trust in e-services" 2 (2): 1-13, 2002

54 Gefen, D., "Managing User Trust in B2C e-Services" 2 (2): 7-24, 2003

55 Whitener, E. M., "Managers as Initiator of Tryst : An Exchange Relationship Framework for Understanding Managerial Trustworthy Behavior" 23 (23): 513-530, 1998

56 Woodside, A. G., "Linking Service Quality Customer Satisfaction and Behavioral Intentions" 9 : 5-17, 1989

57 Ranganathan, C., "Key dimensions of business-to-consumer web sites" 39 (39): 457-465, 2002

58 O'Brien, J. A., "Introduction to Information System" Irwin 1991

59 McKnight, D. H., "Initial trust formation in new organizational relationships" 23 (23): 473-490, 1998

60 Delone, W. H., "Information systems success: the quest for the dependent variable" 60-95, 1992

61 Ong, C, S., "Gender differences in perceptions and relationships among dominants of e-learning acceptance" 22 : 816-829, 2006

62 Slyke, C. V., "Factors Influencing the Adoption of Web-Based Shopping : The Impact of Trust" 35 (35): 32-49, 2004

63 Lazarus, R, "Emotion and Adaptation" Oxford University Press 1991

64 Oliver, R. L., "Effects of Expectation and Dis-confirmation on Post-exposure Product Evaluations : An Alternative Interpretation" 62 (62): 480-486, 1997

65 Parasuraman, A, "E-S-Qual : A Multiple Item Scale for Assessing Electronic Service Quality" 7 : 213-333, 2005

66 Oh, H. M., "Diner’s Perceptions of Quality, Value, and Satisfaction" 58-70, 2000

67 Ganesan, S., "Determinants of Long-term Orientation in Buyer-seller Relationship" 58 : 1-19, 1994

68 Jun M., "Customers’ perceptions of online retailing service quality and their satisfaction" 21 (21): 817-840, 2004

69 Tax, S. S., "Customer evaluations of service complaint experiences : Implications for relationship marketing" 62 (62): 60-76, 1998

70 Woodruff, R. B., "Customer Value : The Next Source for Competitive Edge" 25 (25): 139-153, 1997

71 Anderson, E. W., "Customer Satisfaction, Market Share and Profitability: Findings from Sweden" 58 (58): 53-66, 1994

72 Carmen, J. M., "Consumer perceptions of service quality: an assessment of the SERVQUAL dimensions" 65 (65): 33-55, 1990

73 Gotlieb, J., "Consumer Satisfaction and Perceived Quality: Complimentary of Divergent Constructs?" 79 (79): 875-885, 1994

74 Zeithaml, V. A., "Consumer Perceptions of price, Quality and Value, A Means and end Model and Synthesis of evidence" 52 (52): 2-22, 1988

75 Engel, J. F., "Consumer Behavior" Holt, Rinehart and Winston 1982

76 Hunt, H. K., "CS/D-overview and future research direction in Conceptualization & Measurement of Consumer Satisfaction and Dissatisfaction" Marketing Science Institute 1977

77 정남호, "Bricks & Clicks 서점에서 고객만족과 재구매의도 결정요인에 관한 연구: 신뢰의 전이, 전환비용, 개인의 태도" 한국경영학회 36 (36): 183-204, 2007

78 Cronin,J. J., Jr., "Assessing the effects of quality, value, and customer satisfaction on customer behavioral intentions in service environments" 76 (76): 193-218, 2000

79 Cronin, "Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments" 13 (13): 203-213, 2000

80 Nelson, R. R., "Antecedent of information and system quality : an emprical examination within the context of data warehousing" 21 : 99-235, 2005

81 Taylor, S, A., "An Assessment of the Relationship between Service Quality and Customer Satisfaction in the Formation of Consumers’ Purchase Intentions" 70 (70): 163-178, 1994

82 Seddon, P., "A Respecification and Extension of the DeLone and McLean of OS Sucess" 8 (8): 240-253, 1997

83 Anderson, J, C., "A Model of Distributor Firm & Manufacturer Firm Working Partnerships" 54 (54): 42-58, 1990

84 Bolton, R. N., "A Longitudinal Analysis of the Impact of Service Change on Customer Attitude" 55 (55): 1991

85 Parasuraman A., "A Conceptual Models of Service Quality and Its Implications for Future Research" 49 : 47-63, 1985

86 Oliver, R. L., "A Cognitive Model of the Antecedents and Consquences of Satisfaction Decisions" 17 (17): 460-469, 1980