공유숙박 플랫폼 서비스 특성이 온라인 구전과 지속이용의도에 미치는 영향

• 영문명: The Effect of Service Characteristics of Shared Accommodation Platforms on Electronic Word-of-mouth and Continued Use Intention: Mediating effect of perceived value
• 발행기관: 한국해양관광학회
• 저자명: 김경회(Kyung-Hoe Kim) 간웨이치(Wei-qi Gan) 이승환(Seung-Hwan Lee)
• 간행물 정보: 『해양관광연구』제17권 제1호, 137~157쪽, 전체 21쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2024.03.30

영문 초록

This study examines the impact of the service characteristics of a shared accommodation platform on online word-of-mouth(eWOM) and continued use intention, and verifies the mediating effect of perceived value. As a result of analysis using SPSS v26 and Process macro model 4, it was confirmed that the economics, informativeness, and convenience of platform service characteristics had a significant impact on perceived value, online word of mouth, and intention to continue using. In addition, perceived value was confirmed to have a mediating effect on the impact of service characteristics on online word-of-mouth, while only economics was confirmed to have a mediating effect on the impact of continued use intention. These results mean that the standards for value judgment that affect customers' online word-of-mouth and continued intention to use are formed according to different characteristics, and suggest the need to build a strategic platform environment to induce online word-of-mouth and actual use.

목차

Ⅰ. 서 론

Ⅱ. 이론적 연구

Ⅲ. 연구설계

Ⅳ. 실증분석

Ⅴ. 결론

참고문헌

키워드

공유숙박플랫폼 서비스특성 지각된 가치 온라인구전 지속이용의도 Shared Accommodation Platforms Service Characteristics Preceived Value eWOM Continued Use Intention