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The Effects of Utilitarian and Hedonic Perceptions of Travel Review Website on Perceived Usefulness and Behavioral Intention

여행 리뷰 웹사이트의 기능적, 쾌락적 인식이 지각된 유용성 및 행동의도에 미치는 영향

  • 김용순 (동양미래대학교 관광컨벤션학과)
  • Received : 2019.07.11
  • Accepted : 2019.09.03
  • Published : 2019.09.28

Abstract

The purpose of this study was to research the relationships among utilitarian perceptions, hedonic perceptions, perceived usefulness and behavioral intention. Recently, consumers rely heavily on user-generated contents of social media channels to support their purchase decisions, such as electronic word-of-mouth. Electronic word-of-mouth helps consumers to evaluate items before making purchase, to reduce purchase risks and to support their purchase decisions. This study was based on both the analysis derived from a hypothesis and literature reviews and data collected from 255 travelers who had used travel review website at least once. The results of empirical analysis showed as follows. First, Utilitarian perceptions(information quality) has a significant impact on the perceived usefulness of a travel review website. Second, Enjoyment has a significant impact on the perceived usefulness of a travel review website. Third, Curiosity fulfilment has a significant impact on the perceived usefulness of a travel review website. Finally, Perceived usefulness of a travel review website has a significant impact on behavioral intention. Based on these findings, the implications and limitations of the study were presented including some directions for future studies.

Keywords

Utilitarian Perceptions;Hedonic Perceptions;Perceived Usefulness;Behavioral Intention

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