Journal of Korea Society of Digital Industry and Information Management (디지털산업정보학회논문지)

Korea Society of Digital Industry and Information Management (디지털산업정보학회)
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Study on acceptance and user satisfaction of tourism - Focused on TAM Model -

관광블로그의 수용과 사용자만족에 관한 연구

  • 노영 (나사렛 대학교 경영정보학과) ;
  • 변정우 (경희대학교 호텔관광대학 관광학부)
  • Received : 2011.05.05
  • Accepted : 2011.06.12
  • Published : 2011.06.30
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Abstract

In recent years, blogs have become important resources for information sharing; and tourism blogs are providing a new way of sharing tour experiences. Blogs are becoming very popular amongst web users to share their life experiences with other web users around the world. Specifically the goals of this research are; (1) to suggest theory framework of acceptance and user satisfaction about toruism blogs based on TAM, (2) to examine relationships between exogenous variables and (3) to suggest effectiveness of tourism blogs in a marketing perspective. The research model and hypotheses were developed based on the theories of technology acceptance model. Questionnaire was used to collect data. The analysis of this study is designed as individual level to examine the causal relationship among variables. The the reliability and validity of data was tested by explanatory factor analysis, Cronbach's alpha coefficient, confirmatory factor analysis, and correlation analysis. Also, the structural equation model(SEM) analysis was performed to test the usefulness of the model. The analysis results revealed that interaction, entertainment, system quality and information quality are major influential variables on the perceived usefulness of tourism blog. Also, entertainment and system quality are influential variables on the perceived ease of use of tourism blog.

Keywords

Acknowledgement

Supported by : 나사렛대학교

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