온라인,오프라인 방문의도에 영향을 주는 호텔 웹사이트 품질평가에 관한 연구 = 사회적 영향과 쿠폰의식 요인의 조절효과 중심으로

다국어 초록 (Multilingual Abstract)

The purpose of this study is to investigate the structural relationships between three dimensions of IS quality(i.e., system quality, information quality and service quality), user satisfaction with a hotel website, actual visit intention to a hotel and a revisit intention to its website, and to examine the moderating effect of social norm and coupon perception between user satisfaction and hotel visit intention and its website. The survey was undertaken from 21th of September to 30th of September, 2011 against panels who were registered to a research auction company. After the respondents were asked to experience a five-star hotel website at Daegu, a total of 323 samples were collected and used for the analysis. The results from this study is shown as follows: First, system quality and information qualtiy exert an influence on user satisfaction with the website; second, satisfaction with a web use significantly influences both actual visit intention to a hotel and revisit intention to the website; third, it is found that coupon perception moderates the relationship between satisfaction with the web use and revisit intention to the website, called ``enhancing interaction effect``, whereas social norm moderates the relationship between satisfaction with the web use and actual visit intention to the hotel, called ``buffering interaction effect``. theoretical and practical implications for hotel managers are discussed. And also, the limitations are mentioned.

참고문헌 (Reference)

1 김경윤, "호텔회계 시스템품질이 이용자 태도와 호텔경영성과에 미치는 영향" 대한관광경영학회 23 (23): 79-102, 2008

2 이정실, "호텔기업의 정보시스템 품질이 정보시스템 성과에 미치는 영향" 한국관광연구학회 19 (19): 189-203, 2005

3 구정대, "호텔기업의 관계혜택이 만족, 신뢰 및 고객애호도에 미치는 영향" (사)한국관광레저학회 23 (23): 105-120, 2011

4 장현종, "호텔기업의 IT혁신요소와 전자상거래확산이 전자조달 효율성에 미치는 영향: -호텔특성의 조절효과를 중심으로-" 한국호텔외식경영학회 19 (19): 149-170, 2010

5 박중환, "호텔고객의 행위신념과 주관적 규범이 태도와 방문의도에 미치는 영향: 계획된 행동이론을 중심으로" (사)한국관광레저학회 21 (21): 509-524, 2009

6 홍외성, "항공사 웹사이트 품질평가 모형 연구" 한국항공경영학회 9 (9): 211-217, 2009

7 조용현, "패밀리 레스토랑 쿠폰의 보관의사에 관한 연구" 한국호텔외식경영학회 14 (14): 139-160, 2005

8 조원섭, "패밀리 레스토랑 인터넷 홈페이지의 TAM모형과 레스토랑 방문의도의 구조적 관계" (사)한국관광레저학회 22 (22): 175-193, 2010

9 송영석, "특급호텔 예식 웹사이트 품질이 웹사이트 만족, 신뢰 및 구매의도에 미치는 영향: 서울지역 특급호텔을 중심으로" 한국콘텐츠학회 11 (11): 459-471, 2011

10 신건철, "쿠폰특성에 따른 브랜드 친숙도와 브랜드 이미지가 구매 행동과 재방문의도에 미치는 영향에 관한 연구" 217-235, 2009

11 박영아, "차량 네비게이션이 전반적인 관광만족도 및 재사용의도에 미치는 구조적 관계에 관한 연구 - 제주도 관광객을 중심으로 -" 한국관광학회 34 (34): 275-294, 2010

12 우공선, "이동형 SNS(Social Network Service)의 이용 충족, 의존, 그리고 문제적 이용: 트위터(Twitter)를 중심으로" 사이버커뮤니케이션학회 28 (28): 89-127, 2011

13 김태희, "온라인 쿠폰 혜택이 소비감정, 브랜드 태도 및 재방문 의도에 미치는 영향" 한국관광학회 32 (32): 167-186, 2008

14 박인곤, "스마트폰 이용자들의 이용과 충족, 의존도, 수용자 혁신성이 스마트폰 이용만족에 미치는 영향에 관한 연구" 한국지역언론학회 10 (10): 192-225, 2010

15 김수연, "스마트폰 수용에 영향을 미치는 요인에 관한 연구" 엘지씨엔에스 10 (10): 29-39, 2011

16 이경탁, "소셜커머스 이용의 영향요인에 관한 연구: 사회적 규범과 가격의식성을 중심으로" 한국인터넷전자상거래학회 11 (11): 65-85, 2011

17 김태구, "사회적 영향, 적합성과 개인 혁신성이 호텔정보시스템 수용행동에 미치는 영향" 한국관광학회 31 (31): 137-156, 2007

18 임성택, "동영상 UCC(User Created Contents)의 즐거움과 브랜드 애착이 BPL(Brand Placement)효과에 미치는 영향 : 외식산업을 중심으로" 한국호텔외식경영학회 18 (18): 17-29, 2009

19 심재웅, "뉴스 소비자의 소셜미디어 이용현황 소셜미디어, 뉴스 소비 문화를 바꾸다"

20 곽상종, "고객센터에서 상담사의 직무탈진감이 고객지향성, 직무만족 및 이직의도에 미치는 영향" 한국경영학회 39 (39): 541-576, 2010

21 Venkatesh, V., "User acceptance of information technology:toward a unified view" 27 (27): 425-278, 2003

22 Lee, K., "Understanding factors affecting trust in and satisfaction with mobile banking in Korea:a modified DeLone and McLean's model perspective" 21 : 385-392, 2009

23 Bagozzi, R.P., "The self-regulation of attitudes, intentions and behavior" 55 (55): 178-204, 1992

24 Palmatier, R.W., "The role of customer gratitude in relationship marketing" 73 (73): 1-18, 2009

25 Kuo, Y., "The relationship among service quality, perceived value, customer satisfaction and post-purchase intention in mobile value-added services" 25 (25): 887-896, 2009

26 Doll, W.J., "The measurement of end-user computing satisfaction" 12 (12): 259-274, 1988

27 Ahn, T.S., "The impact of Web quality and playfulness on user acceptance of online retailing" ELSEVIER SCIENCE BV 44 (44): 263-275, 200704

28 Postmes, T., "The formation of group norms in computered-mediated communication" 26 (26): 341-371, 2000

29 Alford, B.L., "The effects of discount level, price consciousness and sale proneness on consumer's price perception and behavioral intention" 55 (55): 775-783, 2002

30 DeLone, W.H., "The delone and mclean model of information systems success:a ten year update" 19 (19): 9-30, 2003

31 Bharati, P., "Studying the current status of technology adoption" 37 (37): 187-197, 2004

32 Anderson, J.C., "Structural equation modelling in practice:A review and recommended two-step approach" 103 : 411-423, 1988

33 Henry, J.W., "Structural equation model of end-user satisfaction with a computer-based medical information systems" 7 (7): 21-33, 1994

34 Pitt, L.F., "Service quality:a measure of information systems effectiveness" 19 (19): 173-187, 1995

35 Schultz, D.E., "Sales promotion essential" NTC Business Book 1993

36 Blattberg, R.C., "Sales promotion" Prentice-Hall 1990

37 Bagozzi, R.P., "Representing and testing organizational theories:a holistic construal" 27 : 459-489, 1982

38 Buhalis, D., "Progress in information technology and tourism management:20 years on and 10 years after the internet-The state of eTourism research" 29 (29): 609-623, 2008

39 Gorla, N., "Organizational impact of system quality, information quality, and service quality" 19 (19): 207-228, 2010

40 Ping, R., "On assuring valid measures for theoretical models using survey data" 57 (57): 125-141, 2004

41 Harris Interactive, Speak, "Now or forever hold your tweets"

42 Hair, J.F., "Multivariate data analysis (5th ed.)" Prentice Hall 1998

43 Petter, S., "Measuring information systems success:models, dimensions, measures, and interrelationships" 17 : 236-263, 2008

44 Wu, J., "Measuring KMS success: a respecification of the delone and mclean's model" 43 (43): 728-739, 2006

45 Lee, B., "How attitude toward the website influences consumer brand choice and confidence while shopping online" 9 (9): 102-123, 2004

46 Chiu, C. M., "Examining the integrated influence of fairness and quality on learner's saticfaction and web-based learning continuance intention" 17 (17): 271-287, 2007

47 Bentler, P.M., "EQS structural equations program manual" BMDP Statistical software 1989

48 Anderson, R.E., "E-sarisfaction and e-loyalty:A contingency framework" 20 (20): 123-128, 2003

49 Molla, A., "E-commerce systems success:an attempt to extend and respecify the delone and mclean model of IS success" 21 : 131-141, 2001

50 Lichtenstein, D.R., "Distinguishing coupon proneness from value consciousness:An acquisition-transaction utility theory perspective" 54 (54): 54-67, 1990

51 Moore, G., "Development of an instrument to measure the perceptions of adopting an information technology innovation" 2 (2): 192-222, 1991

52 Yoo, B., "Developing and validating a multidimensional consumer-based equity scale" 52 (52): 1-14, 2001

53 Lin, H., "Determinants of success for online communities:an empirical study" 25 (25): 479-488, 2006

54 Lee, H., "Determinants of success for application service provider: An empirical test in small businesses" ACADEMIC PRESS LTD ELSEVIER SCIENCE LTD 65 (65): 796-815, 200709

55 DelVecchio, D., "Deal-prone consumer's response to promotion:The effects of relative and absolute promotion value" 22 (22): 373-391, 2005

56 Dickinger, A., "Coupons going wireless:determinants of consumer intentions to redeem mobile coupons" 22 (22): 23-39, 2008

57 Dickinger, A., "Consumers' preferred croteria for hotel online booking, In Infornation and communication technologies in tourism 2008" Springer 244-253, 2008

58 Aaker, D., "Consumerism:search for the consumer interest" MacMillan publishing, Co 1978

59 Yoh, E., "Consumer adoption of the internet for apparel shopping" Iowa State University 1999

60 Kuan, H., "Comparing the effects of website quality on customer initial putchase and continued purchases at e-commerce websites" 27 (27): 3-16, 2008

61 Fishbein, M., "Belief, attitude, intention, and behavior:An introduction to theory and research" Addison-Wesley 1975

62 Halwai, L.A., "An empirical investigation of knowledge-management systems' success" 48 (48): 121-135, 2007

63 Fesenmaier, D.R., "An analysis of search engine use for travel planning, In Information and communication technologies in tourism 2010" 381-392, 2010

64 Marble, R.P., "A system implementation study:management commitment to project management" 41 (41): 111-123, 2003

65 Campbell, S.W., "A cross-cultural comparison of perceptions and use of mobile telephony" 9 (9): 343-363, 2007

66 Oliver, R.L., "A cognitive model of the antecedents and consequences of satisfaction decisions" 17 (17): 460-469, 1980