온라인 여행 커뮤니티 이용자의 커뮤니티 만족 향상을 위한 준사회적 관계 탐색: 정보 품질의 조절효과 = Exploring Parasocial Relationship to Enhance Online Travel Community Users’ Satisfaction: The Moderating Effects of Information Quality

국문 초록 (Abstract)

온라인 여행 커뮤니티은 단순한 정보의 공유와 교환을 넘어서 이용자들이 새로운 준사회적 관계를 형성하고 상호소통하는 만남과 교류의 장으로 주요한 역할을 하고 있다. 온라인 커뮤니티 내에서 이루어지는 대부분의 활동과 참여가 자발적이고, 비상업적이라는 점을 고려할 때, 온라인 여행 커뮤니티의 효과적인 관리와 발전을 위해서는 구성원들의 행동 및 심리적 측면에 대한 깊은 이해가 필요하다. 온라인 커뮤니티 내에서 형성되는 준사회적 관계는 이용자들의 행동 및 심리적 측면에 영향을 미치는 주요한 개념이다. 따라서, 이 연구의 목적은 온라인 여행 커뮤니티 이용자의 커뮤니티 만족도를 향상시키는 최적의 준사회적 관계 요인들을 파악하고, 커뮤니티의 만족도 향상이 이용자의 커뮤니티 홍보 활동의 증가로 이어지는지를 확인하는 것이다. 또한, 이용자들이 지각한 준사회적 관계, 커뮤니티 만족도, 프로모션간의 구조적 관계를 파악하고, 이와 더불어 여행 커뮤니티에 가입한 관광객이 준 사회적 관계로 말미암아 커뮤니티 만족을 느끼는 관계에서 정보 품질 정도에 따른 조절 효과를 검정하는 것이다. 실증 조사를 통한 연구모형 검정을 위해, 온라인 여행 커뮤니티를 이용하는 여행객을 대상으로 설문 조사를 수행하였다. 수집된 자료는 구조 방정식 모형 분석을 시행하였으며, 분석 결과, 준 사회적 관계의 구성 요소 가까움, 유사성, 매력성 중 유사성과 매력성은 커뮤니티 만족의 향상에 긍정적인 영향을 미치는 것으로 나타났으며, 커뮤니티 만족은 커뮤니티 프로모션을 촉진하는 것으로 나타났다. 또한 준사회적 관계의 구성 요소 중 유사성이 커뮤니티 만족에 미치는 영향에서 정보 품질의 조절 효과가 나타나는 것으로 확인되었다. 연구결과는 관광 여행 분야에서 필요한 온라인 여행 커뮤니티 이용자들이 준사회적 관계 속에서 보이는 태도와 행동에 대한 이해를 더할 뿐만 아니라, 실무자들이 커뮤니티 운영에 있어 이용자들의 활발한 준사회적 관계 형성과 적극적인 참여 및 홍보 활동 유도를 위한 방안 마련에 기여할 수 있을 것이다.

다국어 초록 (Multilingual Abstract)

Travelers engaging in online travel communities satisfy their needs not only by sharing common interests, experiences, and gathering information but also through communication, support, and development of intimate relationships within the community. Given that most activities and participation within the online communities are voluntary and non-commercial, a deep understanding of members’ behavioral and psychological aspects is crucial for the effective management and development of online travel communities. The parasocial relationships formed within the online community are a major concept that affects user’s behavioral and psychological aspects. Therefore, the aim of the study is to identify the optimal parasocial relationship factors that enhance online travel community users’ satisfaction with the online travel community and to determine whether improvement of community satisfaction leads to an increase in the user’s community promotion activities. In addition to identify the structural relationship between the parasocial relationship, community satisfaction, and community promotion, the study explores whether there are differences in the degree of information quality in the relationships between parasocial relationship and community satisfaction. To empirically test the proposed model, a survey targeting travelers using online travel communities was conducted. The collected data were analyzed using structural equation modeling. The results indicate that among the three domains of parasocial relationships (proximity, similarity, attraction), similarity and attraction significantly enhance users’ community satisfaction. Furthermore, community satisfaction is positively associated with community promotion. In addition, the degree of information quality amplifies the effect of similarity on community satisfaction. Based on these research findings, implications for effective online community management are discussed.

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