SNS에서 여행지 이미지 공유행동에 대한 감정적 애착이 구전 및 지속적인 정보공유의도에 미치는 영향: 여행만족의 조절효과 검정
The effect of emotional attachment towards image sharing behavior on SNS on word-of-mouth and continuous sharing intentions: The moderating role of travel satisfaction
0
조회
0
다운로드
6
인용
0
참고문헌
키워드
초록
The purpose of this study was to investigate how image sharing behavior of travel destinations continues and spread on SNS. In order to achieve this goal, the effect of emotional attachment toward posting travel photos/videos both on word-of-mouth(WOM) intention to posting travel photos/videos and continuous sharing intention was investigated. Additionally, the moderating function of travel satisfaction was verified. After reviewing previous literature, the conceptual model was proposed. To empirically test the proposed model, survey was conducted targeting travelers who had posted their travel photos/videos on SNS. A total of 449 responses collected from travelers were analyzed using structural equation model analysis. The results revealed that emotional attachment to posting travel photos/videos had a positive impact on both WOM intention to posting travel photos/videos and continuous sharing intention. Additionally, travel satisfaction significantly moderated the effect of emotional attachment to posting travel photos/videos on WOM intention to posting travel photos/videos, while it did not moderate the effect of emotional attachment on continuous sharing intention. The results provide useful practical and academic implications to marketing managers.
Abstract
The purpose of this study was to investigate how image sharing behavior of travel destinations continues and spread on SNS. In order to achieve this goal, the effect of emotional attachment toward posting travel photos/videos both on word-of-mouth(WOM) intention to posting travel photos/videos and continuous sharing intention was investigated. Additionally, the moderating function of travel satisfaction was verified. After reviewing previous literature, the conceptual model was proposed. To empirically test the proposed model, survey was conducted targeting travelers who had posted their travel photos/videos on SNS. A total of 449 responses collected from travelers were analyzed using structural equation model analysis. The results revealed that emotional attachment to posting travel photos/videos had a positive impact on both WOM intention to posting travel photos/videos and continuous sharing intention. Additionally, travel satisfaction significantly moderated the effect of emotional attachment to posting travel photos/videos on WOM intention to posting travel photos/videos, while it did not moderate the effect of emotional attachment on continuous sharing intention. The results provide useful practical and academic implications to marketing managers.
참고문헌 (39)
- 고동우, "관광후 평가 개념의 경험적 구분", 관광학연구, 22(2), pp.309~316 (1998)
- 김구, "문화관광자원 방문경험에 따른 관광만족과 행동의도 비교연구 -제주지역을 중심으로-", 관광경영연구, 24(3), pp.135~154 (2020), 관광경영학회
- 김희진, "온라인 여행 커뮤니티의 신뢰, 구성원의 준사회적 상호작용, 조언수용 및 여행만족간의 관계", 관광경영연구, 22(3), pp.97~115 (2018), 관광경영학회[DOI]
- 남윤희, "세계문화유산 관광지 장소애착과 방문만족 및 추천의도에 관한 연구: 수원화성 방문객을 대상으로", 관광경영연구, 22(6), pp.17~31 (2018), 관광경영학회[DOI]
- 류나은, "포스트 코로나 시대 워터파크 위험지각과 개선된 서비스 품질요인 탐색", Tourism Research, 45(4), pp.191~209 (2020), 한국관광산업학회[DOI]
- 박성복, "오프라인 모임을 통한 온라인 커뮤니티 애착에 관한 탐색적 연구", 언론과학연구, 6(3), pp.179~203 (2006), 한국지역언론학회
- 박현지, "관광 SNS특성과 만족도 및 지속적 이용의도와의 관계연구 - 관광 SNS 이용목적을 조절변수로 -", 동북아관광연구, 11(4), pp.1~26 (2015), 동북아관광학회
- 양리나, "국립공원의 관광지 매력성이 관광객 만족 및 행동의도에미치는 영향 - 관광지 이미지를 조절변수로 -", 관광경영연구, 18(1), pp.187~206 (2014), 관광경영학회
- 오픈서베이, "소셜미디어와 검색 포털에 관한 리포트", ~ (2020)
- 이경렬, "페이스북 팬페이지에 대한 이용자의 감정적 애착이 온라인 구전의도에 미치는 영향에 관한 연구 :소비자-브랜드 관계 만족의 매개효과를 중심으로", 광고학연구, 24(8), pp.31~50 (2013), 한국광고학회[DOI]
- 이규상, "여가활동을 위한 온라인 관광정보가 관광만족과 지속적 사용의도에 미치는 영향 연구", 관광경영연구, 23(3), pp.545~569 (2019), 관광경영학회[DOI]
- 이종호, "소셜 네트워크 내 구성원의 감정적애착에 영향을 미치는 요인", 한국전략마케팅학회 학술대회, pp.363~397 (2011)
- 임유명, "브랜디드 콘텐츠 특성이 수용자 효과에 미치는 영향: 이용만족, 공유의도, 지속적 이용의도를 중심으로", 디지털융복합연구, 17(6), pp.59~67 (2019), 한국디지털정책학회[DOI]
- 장은진, "왜 SNS를 떠나는가?: SNS 피로감과 사용자의 감정적 애착 관점에서", e-비즈니스연구, 17(4), pp.229~247 (2016), 국제e-비즈니스학회[DOI]
- 장진주, "온라인 커뮤니티 가치가 여행자 태도에 미치는 효과 분석", Tourism Research, 45(4), pp.539~557 (2020), 한국관광산업학회[DOI]
- 전중원, "이용과 충족이론에 기반한 인스타그램의 사진공유 의도에 영향을 미치는 요인", 경영과 정보연구, 39(1), pp.1~13 (2020), 대한경영정보학회[DOI]
- 정남호, "소셜 미디어에서 정보공유를 위한 애착의 매개역할: 사회적 자본이론 관점", Asia Pacific Journal of Information Systems, 22(4), pp.101~123 (2012), 한국경영정보학회
- 정후연, "관광지 이미지와 애착이 관광자 만족과 충성도에 미치는 영향관계 연구", 관광경영연구, 22(4), pp.959~984 (2018), 관광경영학회[DOI]
- 최수지, "외식소비자의 온라인 구전정보 수용 및 지속적 이용의도에 관한 연구 - 수정된 Triandis 모델의 적용 -", 관광학연구, 39(3), pp.207~227 (2015), 한국관광학회[DOI]
- Karimova Meerim, "The Effect of Online Travel Community Members’ Well-being Perception Via Their Benefits on Word of Mouth", 동북아관광연구, 16(3), pp.65~84 (2020), 동북아관광학회
- 하용규, "호텔레스토랑 고객의 감정적 애착이 서비스 인카운터와 추천의도의 관계에 미치는 매개효과", 관광경영연구, 14(1), pp.147~166 (2010), 관광경영학회
- 한은지, "크루즈 관광객의 애착을 유발하는 사회적 요인 고찰: 종사원 서비스와 타 고객 지각", 관광레저연구, 29(9), pp.61~75 (2017), (사)한국관광레저학회
- 한희정, "소셜네트워킹사이트 이용자의 심리적 근접성에 따른 관광정보 참여에 대한 이해: 애착의 역할", 관광레저연구, 28(6), pp.119~138 (2016), (사)한국관광레저학회
- Bagozzi, R. P., "On the evaluation of structural equation models", Journal of the Academy of Marketing Science, 16(1), pp.74~94 (1988)
- Bowlby, J, "The nature of the child's tie to his mother", International Journal of Psycho-analysis, 39, pp.350~373 (1958)
- Boyd, D. M., "Social network sites : Definition, history, and scholarship", Journal of Computer-mediated Communication, 13(1), pp.210~230 (2007)
- Byrne, B. M, "Structural equation modeling with AMOS, EQS, and LISREL : Comparative approaches to testing for the factorial validity of a measuring instrument", International Journal of Testing, 1(1), pp.55~86 (2001)
- Fong, J., "Elecronic word-of-mouth : A comparison of stated and revealed behavior on electronic discussion boards", Journal of Interactive Advertising, 6(2), pp.7~62 (2006)
- Fornell, C., "Evaluating structural equation models with unobservable variables and measurement error", Journal of Marketing Research, 18(1), pp.39~50 (1981)
- Long, M. M., "Consumption values and relationships : Segmenting the market for frequency programs", Journal of Consumer Marketing, 17(3), pp.214~232 (2000)
- Mael, F., "Alumni and their alma mater : A partial test of the reformulated model of organizational identification", Journal of Organizational Behavior, 13(2), pp.103~123 (1992)
- Hashim, K. F., "The mediating role of trust and commitment on members’ continuous knowledge sharing intention : A commitment-trust theory perspective", International Journal of Information Management, 35(2), pp.145~151 (2015)
- Hsu, J. S. C., "Exploring the interaction effects of social capital", Information & Management, 50(7), pp.415~430 (2013)
- Hyun, S. S., "Identifying optimal rapport-building behaviors in inducing patrons’ emotional attachment in luxury restaurants", Journal of Hospitality & Tourism Research, 38(2), pp.162~198 (2014)
- Kim, I., "Older adults’ parasocial interaction formation process in the context of travel websites: The moderating role of parent-child geographic proximity", Tourism Management, 63, pp.399~416 (2017)
- Oliver, R. L, "A cognitive model of the antecedents and consequences of satisfaction decisions", Journal of Marketing Research, 17(4), pp.460~469 (1980)
- Palmer, J. W, "Web site usability, design, and performance metrics", Information Systems Research, 13(2), pp.151~167 (2002)
- Richins, M. L, "Negative word-of-mouth by dissatisfied consumers : A pilot study", Journal of Marketing, 47(1), pp.68~78 (1983)
- Taylor Jr, S., "Increasing experiential value and relationship quality : An investigation of pop-up dining experiences", International Journal of Hospitality Management, 74, pp.45~56 (2018)
