유튜브 관광정보 채택에 미치는 선행요인 분석

• 영문명: Antecedents of YouTube UGC Tourism Information Adoption: An Extended Approach to Information Adoption Model
• 발행기관: 관광경영학회
• 저자명: 최수진
• 간행물 정보: 『관광경영연구』제24권 제2호, 681~708쪽, 전체 28쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2020.03.31

영문 초록

Even though the increasing inferentiality of YouTube as an effective marketing communication channel, there is a lack of empirical research about tourism information in YouTube contents. This study aims to explore the influence of tourism information in YouTube contents on the users’ information adoption and their future behavioral intention. By applying the information adoption model(IAM) developed by Sussman and Siegal (2003), a study model was developed to examine the relationship among the information quality and source credibility of tourism information in YouTube, users’ perceived usefulness of information, their intention to adopt the information and their behavioral intention for future tourism activities. Study findings indicated that relevancy, sufficiency and vividness of the information quality factor, and expertness and familiarity of the source credibility factor influenced on the intention to adopt YouTube tourism information and behavioral intention for future tourism activities and the relationship was mediated by perceived usefulness of the information. The findings also holds several theoretical and managerial implications.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 실증분석

Ⅴ. 결 론

참고문헌

키워드

YouTube UGC Information Information Adoption Model Information Quality Source Credibility Perceived Usefulness Information Adoption Behavioral Intention