온라인 여행 구전 커뮤니케이션에서 구전의 발생 과정에 관한 연구

Abstract

The process of travel product consumption strongly depends on WOM because travel products cannot be evaluated by objective measures and commonly involve a high level of perceived risk. Therefore, the current study aimed to provide theoretical and practical implications by examining the causes and motivations of WOM in the process of online WOM communications. To analyze the structural relationship among self-presentation, WOM motivation, and WOM intentions, an online survey of 337 adults who had generated online WOM associated with travel products was conducted. The data were analyzed by multiple regression and step-wise regression. First, the results showed that self-presentation significantly influenced WOM motivation. In particular, it was shown that self-constructive self-presentation affected internal motivation more than external motivation, while audience pleasing self-presentation affected external motivation more than internal motivation. Second, the indirect influence of self-presentation on WOM intention was bigger than the direct influence. Third, both internal and external motivations significantly influenced WOM intention; therefore, to increase online and offline WOM activities, different marketing strategies should be applied to travel consumers, whose self-presentation types and impacts always vary.