컨벤션센터 모바일 관광정보 사용에 있어 기대일치가 사용자만족과 구전의도에 미치는 영향에 관한 연구 - 확장된 기대일치모델의 적용 -

초록

The primary purpose of this study is to examine the relationships among confirmation, perceived easy of use, perceived usefulness user satisfaction, word of mouth on mobile information use(MWO), and word of mouth on a convention center's visitation(CWO). To achieve the proposed hypotheses, a survey questionnaire was developed based upon previous relevant studies and the survey questionnaire was randomly distributed to visitors who participated in exhibitions, fairs, or events of BEXCO in Busan. As a result, a total of 310 respondents were employed for empirical analyses after completing the data screening process. The results of this study showed that confirmation had positive impacts on perceived easy of use, perceived usefulness, and user's satisfaction while perceived easy of use did not have an impact on perceived usefulness. The results also showed that user's satisfaction significantly and positively influenced MWO and CWO, respectively, and MWO had a positive impact on CWO. Based upon the empirical results, the present study offers useful implications for the convention center's information marketing from a practical perspective.

키워드