소셜 미디어 마케팅 특성과 지각된 혜택이 지각된 가치, 이용의도, 실제이용에 미치는 영향: 국내 OTA를 중심으로

초록

Recently, the domestic OTA(Online Travel Agency) market collapsed due to the global OTA turmoil. It is necessary to discuss users' behavior only for domestic OTA consumers to establish domestic OTA's successful marketing. Therefore, this study aims to analyze how the attributes of Social Media Marketing and the perceived benefits of domestic OTA affects perceived value, intention to use. Moreover, it discussed the relationship between perceived value, intention to use, and actual use. To this end, the survey was conducted among Korean tourists who had used the domestic OTA within the last six months based on 304 valid questionnaires. As a result, trend and interactivity, the social marketing attributes of domestic OTA, had a significant impact on perceived value and intention to use. Price and time benefits, the perceived benefits, had a significant impact on perceived value, but not on the intention to use. Perceived value had a significant effect on the intention to use, and the intention to use had a significant effect on the actual use. These results show that domestic OTA consumers value benefits like price or time and products that reflect the latest trends in companies or continuous communication. This study is different from the previous one in that it measured actual use through two surveys, unlike the initial study, which only studied the intention to use. It is expected that it will have practical implications to contribute to the establishment of domestic OTA marketing, and, based upon these results, implications were suggested.

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