온라인 구전 관광정보의 특성이 구전효과에 미치는 영향

다국어 초록 (Multilingual Abstract)

The evolution of information technology has influenced our society and everyday lives leading to radical change. Also, it has altered traveler's vacation plans and the method of finding travel information. The most revolutionary aspect of these changes is eWOM (Electronic online word of mouth). eWOM Tourism Information has not only created a new paradigm of information flow via consumer to consumer communication but has also played an important role in consumer decision making. Despite this fact, tourism management models such as destination image, have only a limited discussion of eWOM. Hospitality and tourism marketers ought to find the issue of critical importance, as many hospitality and tourism products are seen as high-risk purchases, and are intensely competitive, suggesting that the use of online interpersonal influence may provide important competitive advantages for early adopters.
The purpose of this study is to examine the eWOM's quality and suggest the relationship between eWOM tourism information and its effect. To accomplish the purpose, this study attempted to understand the differences between traditional WOM and eWOM in terms of tourism information and define the quality of eWOM tourism information. As to the quality of e-WOM tourism information, it was viewed from different perspectives and classified into two aspects. One is the cognitive qualities and the other is the technical qualities. In this study, it was proposed a path model of eWOM tourism information in which cognitive and technical quality influence on the WOM effects via the mediating variables of credibility and direction.
Data of this study was collected from respondents who have experience in gathering WOM tourism information. The survey data was collected online from 15th to 17th of October 2007. A total of 350 completed questionnaires were collected and were used for the analysis. Convenience sampling was adopted as a method of sampling in this study.
The result of this study can be summarized as follows: (1) Credibility and direction in eWOM tourism information was the most important factor in the WOM effect. (2) Credibility was related to quality such as information utility, vividness, and design. (3) Direction was related to quality such as information utility. (4) The study model indicated the interrelationship of factors extracted from the result of the analysis and provided us with a platform to understand eWOM tourism information.
There are several implications in the result of this study. First, this study examined the increase in important changes and findings from earlier research on WOM effect in tourism information. Second, in relation to the application of eWOM strategies, the study identified how to make the transition into more practical approach to eWOM marketing. The study was designed to measure the cognitive, affective, and behavioral implications upon traveler behavior and the new dynamics created by eWOM in tourism information. There are some limitation in this study, however, as it is a cross-sectional study and there is no consideration of factors such as communication interaction, ease of use, and perceived reputation. In the future, a study is needed to address the theoretical development and empirical studies on each factor various other situations.

목차 (Table of Contents)

• Ⅰ. 서론 = 1
• 제1절 연구 배경 및 목적 = 1
• 제2절 연구 방법 및 범위 = 6
• Ⅱ. 이론적 고찰 = 8
• 제1절 온라인상에서 정보탐색 = 8
• 1. 온라인 소비자 정보탐색행동 = 8
• 2. 온라인 관광정보 탐색행동 = 10
• 제2절 온라인 구전(eWOM) 관광정보 = 13
• 1. 구전커뮤니케이션 = 13
• 2. 온라인 구전 = 17
• 3. 온라인 구전 관광정보 = 21
• 제3절 온라인 구전 선행연구 = 25
• 1. 온라인 구전 관광정보의 신뢰성 = 30
• 2. 온라인 구전 관광정보의 신뢰성 영향요인 = 40
• 3. 온라인 구전 관광정보의 방향성 = 58
• 4. 온라인 구전 관광정보의 구전효과 = 62
• Ⅲ. 조사설계 = 65
• 제1절 실험조사 = 65
• 1. 실험조사설계 = 65
• 2. 실험조사결과 및 논의 = 67
• 제2절 사전조사 = 71
• 1. 사전조사의 연구모형 = 71
• 2. 사전조사의 자료수집 = 76
• 3. 사전조사의 연구모형 검증결과 = 77
• 제3절 연구모형 및 연구조사 설계 = 80
• 1. 온라인 구전 관광 정보의 구전 효과에 관한 모델 = 80
• 2. 구성개념의 조작적 정의와 측정 = 83
• 3. 설문지 구성 = 86
• 4. 표본추출과 자료수집 = 87
• 5. 분석방법 = 89
• Ⅳ. 실증분석 = 91
• 제1절 표본의 구성과 이용자 특성 = 91
• 1. 표본의 구성 = 91
• 2. 온라인 구전 관광정보의 이용자 성향 = 91
• 3. 온라인 구전 관광정보의 이용정도 = 94
• 제2절 측정항목의 평가 및 모델 = 96
• 1. 탐색적 요인분석 = 97
• 2. 연구모형검증: 확인적 요인분석(CFA) = 101
• 제3절 연구모형 및 가설 검증 = 105
• 제4절 대안모형 제안과 검증 = 109
• 제5절 분석결과 요약 = 114
• Ⅴ. 결론 = 116
• 제1절 연구의 요약 = 116
• 제2절 연구의 시사점 = 118
• 제3절 연구의 한계와 향후 연구방향 = 119
• 참고문헌 = 121
• 부록 = 135
• ABSTRACT = 148

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