확장 Triandis 모델을 적용한 국내관광 소비자의 소셜 미디어 커뮤니티 몰입의 영향요인

• 영문명: Determinants of the Commitment to Social Media Community Among Domestic Tourists: An Application of the Extended Triandis Model
• 발행기관: 한국관광학회
• 저자명: 鄭熙陳 金泰九 李計熙
• 간행물 정보: 『관광학연구』제35권 제7호, 103~122쪽, 전체 20쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2011.09.30

영문 초록

Social media have come into playing indispensible roles in travel planning, social networking, and actual bookings and purchasing of tourism and tourism related products. This study was designed to identify the determinants of the users' commitment to the social media community based on the theoretical framework of Triandis model(1980), which helps researchers understand the structure of information usage behavior in various contexts. The data for this study were derived from an national panel online survey, which was conducted among Bloggers who had taken leisure travels for the last one year prior to the survey. A total of 236 Bloggers, were included in the model test of path analysis. Results showed that affect, social factors and near-term consequences were positively related to commitment. Also, commitment positively affected the intention to continue to use social media for travel information search. However, contrary to our expectation, long-term consequences and facilitating conditions were found to be an insignificant predictor for commitment and intention to continue to use social media. Practical implications and future research direction were also presented.

목차

I. 서론

II. 이론적 배경

III. 연구방법

IV. 실증분석 결과

V. 결론

참고문헌

키워드

소셜 미디어 Triandis 모델 커뮤니티 몰입 Social media Triandis model Commitment to community