중국 호텔산업 고객들의 전자구전(eWOM)에 미치는 영향 요인에 관한 연구 = Study on the Influencing Factors on Electronic Word-of-mouth of Hotel Industry Customers in China

국문 초록 (Abstract)

본 연구의 목적은 호텔산업 고객들의 전자구전 (EWOM: Electronic Word of Mouth)에 미치는 영향 요인을 분석하데 있다. 이를 위해 본 연구는 전자 플랫폼에서 구전 및 예약이 있는 고객들을 대상으로 구조화된 설문지를 이용한 설문지를 실시하여 총275부 설문지에 수집하여 이에 대한 불성실한 응답을 제외하고 총245부 AMOS를 사용하여 자료의 타당도 및 신뢰도를 확인하고 구조 방정식 모형을 분석하였다. 분석 결과는 다음과 같다. 첫째, 지역 환경, 식음료부, 서비스 품질, 객실환경, 호텔환경은 고객만족도의 유의한 정(+)영향을 미친다. 둘째, 고객만족도가 전자구전의도에 긍정적이 영향을 미친다. 셋째, 고객만족도 및 전자구전의도 간의 신뢰의 매개효과가 있다는 것으로 판단하였다. 따라서 이러한 결과로 미루어 볼 때 호텔 경영자는 호텔 환경과 서비스의 질적 향상에 초점을 맞춰 소비자가 해당 호텔을 구입하는 것이 바람직하다고 느낄 수 있도록 호텔 신뢰를 높이고 관계강화를 통해 전자구전의도를 높여야 할 것이다.

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