특1급 호텔기업의 SNS 속성과 이용의도와의 관계: 태도와 만족의 매개적 역할 (Impact of SNS Attributes on Customers' Usage Intention at Deluxe Hotels: The Mediating Role of Attitudes and Satisfaction)

서지정보

· 발행기관 : 한국호텔관광학회
· 수록지 정보 : 호텔관광연구 / 16권 / 6호 / 209 ~ 238페이지
· 저자명 : 한태숙, 이애주

초록

The study examined how the five significant attributes of the Social Network System (SNS) influence the usage intention of customers in five star hotels in Seoul. They include informativeness, entertainment, irritation, individuality and mutual communication. Each attribute was tested on the mediating role of attitudes and satisfaction. The study showed that the informativeness, entertainment, individuality and mutual communication attributes did positively influence the attitude and satisfaction levels. While the irritation factor had negative and no impact to satisfaction level. Hotel operators should develope interesting and informative news and strengthen "search engines" to find out information conveniently. Pleasant information could attract more customers' feedback. Personalized service not only in operation but also via SNS are turning into more important factor. The mutual communication attribute was considered as one of the most important characteristics of hotel SNS that positively influence the attitude and satisfaction levels of the hotel SNS users. Attitudes and satisfaction should therefore help to promote as mediating factors to the customers' usage intention.

영어초록

The study examined how the five significant attributes of the Social Network System (SNS) influence the usage intention of customers in five star hotels in Seoul. They include informativeness, entertainment, irritation, individuality and mutual communication. Each attribute was tested on the mediating role of attitudes and satisfaction. The study showed that the informativeness, entertainment, individuality and mutual communication attributes did positively influence the attitude and satisfaction levels. While the irritation factor had negative and no impact to satisfaction level. Hotel operators should develope interesting and informative news and strengthen "search engines" to find out information conveniently. Pleasant information could attract more customers' feedback. Personalized service not only in operation but also via SNS are turning into more important factor. The mutual communication attribute was considered as one of the most important characteristics of hotel SNS that positively influence the attitude and satisfaction levels of the hotel SNS users. Attitudes and satisfaction should therefore help to promote as mediating factors to the customers' usage intention.

참고자료

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