소셜 커머스의 이용가치가 고객신뢰 및 지속이용의도에 미치는 영향에 관한 연구: 호텔 이용고객 중심으로

Abstract

The purpose of this study is to study the effect of customer"s use value on customer trust and sustainability intentions in using hotel products, and to apply a dependent study model of trust and sustainability as independent variables. Through social commerce, data was collected from customers using hotels. Using spss statistics programs, multiple regression analysis was conducted for frequency analysis, multiple response analysis, feasibility and reliability analysis of measurement tools, and correlation analysis hypothesis verification.<BR> The results of the study confirmed that the value of use, interaction, diversity and economic feasibility factors from the customer"s perspective in the trust and continuous use of social commerce customers are important factors in customer trust and continuous use. Therefore, it is necessary to understand the customer value factors, satisfaction and trust that customers gain from using social commerce when using hotel products and services and to develop their relationship with customers for a longer-term sustainability.