유튜브 관광콘텐츠 특성이 확신, 지각된 유용성, 만족, 충성도에 미치는 영향: 기대일치모형(Expectation-Confirmation Model: ECM)의 적용

초록

The purpose of this study is to analyze the relationship between characteristics of YouTube tourism contents for tourism, confirmation, perceived usefulness, satisfaction and loyalty. To this end, The survey of Korean who had watched tourism contents on YouTube was conducted and analyzed based on 325 valid responses. The variable of entertainment and reliability affected confirmation and perceived usefulness. Especially, these two relationships between reliability, confirmation and reliability, perceived usefulness have stronger influence than the others. Confirmation and perceived usefulness affected satisfaction and loyalty, moreover, satisfaction affected loyalty. In addition, confirmation, perceived usefulness and satisfaction mediated the influence of both characteristic of tourism contents on loyalty. This study would be helpful to generalization of related theories compare with the previous studies of YouTube which are only focused on the variable of behavior.

키워드