온라인 구전 관광정보의 구전효과

• 영문명: Word-of-Mouth Effect of the Electronic Tourism Information
• 발행기관: 한국관광학회
• 저자명: 양성수 허향진 최병길
• 간행물 정보: 『관광학연구』제32권 제2호, 109~130쪽, 전체 22쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2008.04.30

영문 초록

Changing traveler’s vacation plans and ways of searching travel information, information technology nowadays has brought our society and everyday lives with a radical change. Authors argue that the most revolutionary aspect of these changes is what they call ‘eWOM’(Electronic word of mouth). With structural equation model this paper examines eWOM’s characteristics and the relation between the eWOM and word of mouth adoption and diffusion. The result of this study suggests: (1) Trust in eWOM is the most important factor of the word of mouth effect, (2) Trust is related to information vividness and consensus, (3) The study model indicates the interrelationship of factors extracted from the result of the analysis and provides us a platform to understand eWOM tourism information.

목차

I. 서론

II. 이론적 고찰

III. 연구방법

IV. 실증분석

V. 결론

참고문헌

키워드

온라인 구전 온라인 구전 관광정보 구전효과 Electronic word of mouth Electronic word of mouth tourism information Word of mouth effect