모바일 SNS를 통해 지각된 관광가치가 지속사용의도에 미치는 영향

Abstract

This study was conducted on users who have obtained tourist information through mobile SNS, by establishing a model and hypothesis, predicting that perceived usefulness and perceived ease of use on the value of tourist attractions have a positive effect on intention of continuous use. For the final analysis, 294 questionnaires were utilized, and SPSS V.21 and AMOS V.21 statistical programs were used as analysis tools. The results showed that, first, perceived value of tourist attractions affects perceived usefulness and perceived ease of use. Second, perceived usefulness and perceived ease of use have a positive effect on intention of continuous use. Third, perceived ease of use affects perceived usefulness, and lastly, perceived ease of use acts as a partial medium in the relationship between perceived usefulness and perceived ease of use and intention of continuous use. Based on these findings, we would like to present the direction and implications of the perceived tourism value of mobile SNS.