확장 Triandis 모델을 적용한 국내관광 소비자의 소셜 미디어 커뮤니티 몰입의 영향요인 = Determinants of the Commitment to Social Media Community Among Domestic Tourists: An Application of the Extended Triandis Model

다국어 초록 (Multilingual Abstract)

Social media have come into playing indispensible roles in travel planning, social networking, and actual bookings and purchasing of tourism and tourism related products. This study was designed to identify the determinants of the users' commitment to the social media community based on the theoretical framework of Triandis model(1980), which helps researchers understand the structure of information usage behavior in various contexts. The data for this study were derived from an national panel online survey, which was conducted among Bloggers who had taken leisure travels for the last one year prior to the survey. A total of 236 Bloggers, were included in the model test of path analysis. Results showed that affect, social factors and near-term consequences were positively related to commitment. Also, commitment positively affected the intention to continue to use social media for travel information search. However, contrary to our expectation, long-term consequences and facilitating conditions were found to be an insignificant predictor for commitment and intention to continue to use social media. Practical implications and future research direction were also presented.

국문 초록 (Abstract)

소셜 미디어는 쌍방향 마케팅 수단으로 정보기술 및 제반환경의 변화와 소비 욕그의 진화의 흐름 속에서 표출된 중요한 현상이다. 무엇보다 소셜 미디어는 정보소통의 범위나 그 파급효과 면에서 여타의 커뮤니케이션에 비하여 보다 강력한 영향력을 가지고 있다. 관광 소비자들은 여행과 관련된 본인의 경험담, 의견, 관점 등을 소셜 미디어를 통해 타인에게 공개하고, 이렇게 제공되는 정보들에 대하여 많은 소비자들이 개인적인 평가와 함께 이를 토대로 자신의 여행을 계획하고, 수정하기도 한다. 이처럼 정보가 강력한 역할을 하는 관광산업에서의 소셜 미디어 활용에 대한 연구가 매우 필요하다 판단되어, Triandis 모형(1980)을 적용하여 소비자가 활용하고 있는 소셜 미디어 커뮤니티에 대한 몰입 및 지속적 사용의도와 관련 개념들 간의 직·간접적인 관계를 구조적으로 이해하기 위하여 본 연구를 실시하였다. 실증자료를 위한 설문조사는 2011년 5월 전문 리서치사에 의뢰하여 전국패널을 대상으로 온라인을 통해 진행되었으며, 전체 데이터 중 블로거들만을 대상으로 최종 236부의 유효 표본을 확보하여 이를 분석에 이용하였다. 연구결과, 소셜 미디어에 대한 감정, 사회적 요인, 단기적 지각된 결과가 몰입에 정적인 영향을 보였으며, 이러한 몰입은 지속적 사용의도에 매우 큰 영향력을 보이고 있을 뿐 아니라 매개변수로의 역할 또한 보여주었다. 이를 토대로 관광정보 탐색에 활용되는 소셜 미디어에 대한 긍정적인 감정을 갖고 주변인들로부터 호의적인 평가와 함께 정보의 최신성이나 유용성과 같은 단기적인 지각된 결과가 인식된다면 이는 소셜 미디어에 대한 몰입을 불러일으키고, 소셜 미디어 커뮤니티에 대한 몰입은 지속적인 사용의도를 연결시켜주는 매우 중요한 역할을 함을 시사한다.

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