관광지에 대한 온라인 구전 특성이 구전수용 및 관광지 방문의도에 미치는 영향 = Impact of Tourism Information e-WOM Characteristics on the Acceptance of e-WOM and Intention of Visit

다국어 초록 (Multilingual Abstract)

It is generally perceived that word-of mouth(WOM) communications have stronger persuasiveness and effectiveness compared to other marketing channels because of their informal and non-commercial features. In particular, in the case of tourism products, it is impossible to evaluate them prior to actual consumption taking place due to their built in intangiblility, and the level of risk perception is high, and as a result, reference group evaluation most likely has material influence over purchase intent decision among customers. Therefore, this study aimed at empirically evaluate how e-WOM attributes( WOM Quality, WOM credibility and WOM Usefulness) influence acceptance of WOM information and WOM effects with the intent to seek out perceptions, responses, and behavior intention with regard to tourism WOM information in the online context. A preliminary analysis to identify appropriate measurement dimensions including factor analysis, correlation analysis, and reliability and validity analysis was conducted and then Structural Equation Modeling and indefendant sampling t-test were performed to test the hypotheses under consideration. The contents and results of this study are summarized as follows. First, e-WOM Quality, e-WOM Credibility and e-WOM Usefulness were related positively to e-WOM acceptance, Second, e-WOM acceptance were related positively to intention to visit. Third, the e-WOM information of the up-to-date showed higher scores the e-WOM information of time-honored. Finally, the e-WOM information of highly involved consumers showed higher scores the e-WOM information of lowly involved consumers.