후기수용모델을 활용한 여행브이로그 정보품질이 지속사용의도에 미치는 영향

초록

The purpose of this study was to make strategic suggestions to improve the effectiveness of the usage of travel vlogs through evaluating its tourism information quality and analyzing the expectations, perceived usefulness, satisfaction, and continued usage intention of its consumers. The questionnaire was conducted for 15 days from May 13 to May 28, 2021, surveying 282 travel vlogs users in total. 268 (95%) copies of survey answers were used as valid samples, excluding 14 copies (5%) which were deemed invalid for this study. For the statistical analysis, a structural equation model was used using SPSS 25.0 and AMOS 25.0. As a result of the empirical analysis, 6 of the 8 hypotheses were adopted, and 2 hypotheses were rejected. It was confirmed that the elements of entertainment and reliability among information quality had a positive effect on perceived usefulness, whilst the element of interaction did not significantly affect its perceived usefulness. Next, it was confirmed that the meeting of consumer expectations had a significant relationship with perceived usefulness and satisfaction, and whilst perceived usefulness had a positive effect on satisfaction examples, it did not have a positive causal relationship with continued usage intention. Finally, it was confirmed that consumer satisfaction had a significant relationship with continued usage intention. The implications and limitations of the empirical analysis were presented in the conclusion section.

키워드