관광 소셜미디어의 러브마크경험이 브랜드동일시, 관계품질 및 행동의도에 미치는 영향에 관한 연구

Abstract

This study aimed to find out the effect of users’ lovemarks formed in tourism social media on behavior intention regarding tourist attractions, brand identification, and relative quality after experiencing the attractions. It figured out the effect on behavior intention including intention to use continuously, and intention to share information through the sensible connection with social media users, analyzed the influential relationship to see it could lead to confidence and satisfaction by brand identification, and examined the influential relationship with behaviors through social media brand identification and relationship quality. To this end, an online survey targeting people who had made domestic and overseas trips in the past 18 months was conducted. Out of a total of 330 questionnaires collected, 316 were used for the final analysis. SPSS v.22 and AMOS v.22 were used as statistical programs, and the frequency analysis to figure out the respondents’ general characteristics, the validity and reliability analyses regarding the measuring instruments, the analysis of correlation between the constructs, and the path analysis for hypothesis testing were carried out. The results showed that lovemarks had an effect on brand identification, relationship quality and behavior intention and that brand identification and relationship quality had an effect on behavior intention. Based on them, academic and practical implications were drawn.