관광정보 웹사이트 서비스 품질과 스토리텔링이 이용자의 태도 및 지속적 사용의도에 미치는 영향 - 중국 관광정보 웹사이트 ‘마펑워’ 사용자를 중심으로 -

초록

As a collection of varied information, Internet-based travel websites are the principal media that could influence users’ decisions. For the continuous operation of websites, it is necessary to identify the website users’ needs and establish various operation plans which meet their needs. Accordingly, this study formulated research models and hypotheses to explain the relationship between website service quality and storytelling factors on users’ attitudes and continuous usage intention. To examine the hypotheses, we surveyed the users who visit ‘Mafengwo’, one of the largest tourism information websites in China. A total of 197 valid samples were obtained. As a result of the analysis, among the service quality of tourism information websites, stability had a positive effect on attitude, whereas communication had a negative effect on attitude. Among the storytelling factors, emotions and interests had a positive effect on attitude, which had a positive effect on continuous usage intention. In conclusion, this study derived results that users’ positive attitude and continuous usage intention can be increased by improving stability, emotion and interest of the website. Based on the results, theoretical and practical implications were presented.

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