Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
권호 표지
DOI QR코드

DOI QR Code

Relationship Analysis between Factors on Smartphone Usage of Tourists

관광객의 스마트폰 사용 요인 간 관계 분석

  • Oh, Tae-Heon (Dept. of Management Information Systems, Jeju National University) ;
  • Kim, Min-Cheol (Dept. of Management Information Systems, Jeju National University)
  • 오태헌 (제주대학교 경영정보학과) ;
  • 김민철 (제주대학교 경영정보학과)
  • Received : 2016.12.25
  • Accepted : 2017.05.20
  • Published : 2017.05.28
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is to analyze the relationship between tourist 's intention to use smartphone and the preceding factors through the questionnaire. For achieving this research purpose, this study surveyed the tourists who use smartphone to investigate the influence of interactivity such as two-way communication and synchronicity as hypotheses on the influence of flow, and the effect of attitude factors on continuous intention to use was analyzed by research model. In this study, a partial least squares based structural equation (PLS-SEM) method was applied to verify the hypothesis of the proposed research model. Finally, the validity of the proposed research model was confirmed through confirmatory factor analysis and hypothesis testing. Therefore, the results of this study show that interactivity and flow are influential for the reuse of users in utilizing information by using smartphone, and it affects the attitude of users in developing smart tourism system in the future. The results of this study can be utilized as basic data related to the acquisition of information by smartphone of tourists in the future development of smart tourism system.

본 연구는 관광객들이 관광지에서 사용하는 스마트폰의 사용 의도와 관련되는 선행 요인들과의 관계를 설문조사를 통해 실증적으로 분석하는데 목표를 두고 있다. 이를 위해서 스마트폰을 사용하는 관광객을 대상으로 설문조사를 통하여 상호작용 내 양방향통신 및 동시성 등 2개의 요인이 몰입에의 영향, 그리고 그 몰입이 사용 태도에 어떤 영향을 미치는지, 마지막으로 이러한 태도 요인이 계속적인 사용 의도에 어떤 영향을 미치는 지를 연구모형으로 가설을 설정하여 검증을 실시하였다. 본 연구에서는 제시된 연구 모형의 가설을 검증하기 위해서 부분최소자승 기반 구조방정식(PLS-SEM) 방법을 적용하였다. 최종적으로는 확인적 요인분석 및 가설검정을 통해 제시된 연구모형의 타당성을 보여주었다. 따라서 본 연구의 결과를 통하여 관광객들이 스마트폰을 활용하여 정보를 활용함에 있어 사용자들의 재사용을 위해서는 몰입도와 상호작용이 영향을 미치고, 향후에 스마트관광 시스템 개발을 함에 있어 사용자의 태도에 영향을 줄 수 있음을 실증적으로 보여주었다. 이러한 연구 결과는 향후에 스마트관광의 시스템 개발에 있어서 관광객들의 스마트폰에 의한 정보 취득과 관련된 기초 자료로 활용될 수 있다.

Keywords

References

  1. Kaplan, A. M., If you love something, let it go mobile: Mobile marketing and mobile social media 4x4. Business horizons, Vol. 155, No. 2, 129-139, 2012.
  2. Wang, D., Xiang, Z., & Fesenmaier, D. R., Smartphone use in everyday life and travel. Journal of Travel Research, Vol. 55, No. 1, 52-63, 2016. https://doi.org/10.1177/0047287514535847
  3. Hong, Y. Y. & Im, Y. W. A., Study on the Effect of Visual Communication Utilizing Smartphones on Basic Mathematics Education at the Tertiary Level. Journal of Digital Convergence, Vol. 14, No. 10, 53-60, 2016. https://doi.org/10.14400/JDC.2016.14.10.53
  4. Ha, J. H. & Kim, S. I., .Mobile Web-toon Application Service Usability Study-Focus on Naver Web-toon and Lezin Comics-. Journal of Digital Convergence, Vol. 14, No. 9, 431-436, 2016. https://doi.org/10.14400/JDC.2016.14.9.431
  5. Ko, J. & Kim, S. I., Comparison of Movie Ticketing system by smartphone applications-Focused on CGV, Megabox, Lotte cinema-. Journal of Digital Convergence, Vol. 14, No. 8, 453-460, 2016. https://doi.org/10.14400/JDC.2016.14.8.453
  6. You, S. H., A Study on Measures to Reduce Traffic Accidents caused by Using Smartphones While Driving. Journal of Digital Convergence, Vol. 14, No. 7, 175-184, 2016. https://doi.org/10.14400/JDC.2016.14.7.175
  7. Kim, H. J. & Rha, J. Y., The Study of Moderated Mediating Model on SEM: Focusing on Expectancy Disconfirmation, Satisfaction and Continuous Usage Intention of LBS Application. Journal of Digital Convergence, Vol. 14, No. 6. 119-132, 2016. https://doi.org/10.14400/JDC.2016.14.6.119
  8. Chae, Y. J. & Ha, Y. M., Effectiveness of Education Program for Core Fundamental Nursing Skills using Recording Video with Smartphone and Formative Feedback. Journal of Digital Convergence, Vol. 14, No. 6, 285-294, 2016. https://doi.org/10.14400/JDC.2016.14.6.285
  9. Kang, H. J., The relationships among smartphone use, mental health and physical health-Focusing on smartphone users' attitudes. Journal of Digital Convergence, Vol. 14, No. 2, 483-488, 2016.
  10. Lee, J. J., & Cho, J. S., Optimised u-Tourism Based on Consumer Purchase Behavior "Seoul Tour Case Study," Entrue Journal of Information Technology, Vol. 11, No. 1, 21-36, 2012.
  11. Beynon-Davies, P., Business information systems. Palgrave Macmillan, 2013.
  12. Choi, J. E., Yoo, D. H., & Choi, S. A., The Effect of Technology Readiness Gap by Tourists' Age and Risk Perception on their Mobile Tourism App Use Intention. Tourism and Leisure Study, Vol. 26, No. 4, 387-405, 2014.
  13. Infomind compnay, inside material. Available from http://www.infomind.co.kr
  14. Lee, M. B., A Study of Factors Influencing the Intention to Use Smartphone. Journal of the Korea Industrial Information Systems Research, Vol. 16, No. 4, 139-149, 2012. https://doi.org/10.9723/JKSIIS.2011.16.4.139
  15. Yoon, Y. S., Yoo, Y. K., & Jang, Y. L., A Study on the Influence of Travel Information Characteristics of Smart-phone on Travel Information Satisfaction, Credibility, and Behavior Intention. Journal of Tourism Studies, Vol. 37, No. 5, 11-28, 2013.
  16. Jung, B. Y., A study on how to Promote Smart Tourism through Case Analysis of Smart Tourism Utilizing New ICT Technologies. Journal of the Korea Contents Society, Vol. 15, No. 11, 509-523, 2015.
  17. Delone, W. H., & McLean, E. R., The DeLone and McLean model of information systems success: a ten-year update. Journal of management information systems, Vol. 19, No. 4, 9-30, 2003. https://doi.org/10.1080/07421222.2003.11045748
  18. Okazaki, S., & Mendez, F., Perceived ubiquity in mobile services. Journal of Interactive Marketing, Vol. 27, No. 2, 98-111, 2013. https://doi.org/10.1016/j.intmar.2012.10.001
  19. Barnes, S. J., Wireless digital advertising: nature and implications. International journal of advertising, Vol. 21, No. 3, 399-420, 2002. https://doi.org/10.1080/02650487.2002.11104939
  20. Csikszentmihalyi, Mihaly, Beyond Boredom and Anxiety. 2nd ed. San Francisco: Jossey-Bass, 1990.
  21. Hoffman, D. L., & Novak, T. P., Marketing in hypermedia computer-mediated environments: Conceptual foundations. The Journal of Marketing, 50-68, 1996.
  22. Engeser, S., & Rheinberg, F., Flow, performance and moderators of challenge-skill balance. Motivation and Emotion, Vol. 32, No. 3, 158-172, 2008. https://doi.org/10.1007/s11031-008-9102-4
  23. Liu, Y., Developing a scale to measure the interactivity of websites. Journal of advertising research, Vol. 43, No. 2, 207-216, 2003. https://doi.org/10.2501/JAR-43-2-207-216
  24. Novak, T. P., Hoffman, D. L., & Yung, Y. F., Measuring the customer experience in online environments: A structural modeling approach. Marketing science, Vol. 19, No. 1, 22-42, 2000. https://doi.org/10.1287/mksc.19.1.22.15184
  25. Ringle, C. M., Sarstedt, M., & Straub, D. A critical look at the use of PLS-SEM in MIS Quarterly. MIS Quarterly, Vol. 36, No. 1., 2012.
  26. Sosik, J. J., Kahai, S. S., & Piovoso, M. J., Silver bullet or voodoo statistics? A primer for using the partial least squares data analytic technique in group and organization research. Group & Organization Management, Vol. 34, No. 1, 5-36, 2009. https://doi.org/10.1177/1059601108329198
  27. Bagozzi, R. P., & Yi, Y., Specification, evaluation, and interpretation of structural equation models. Journal of the academy of marketing science, Vol. 40, No. 1, 8-34, 2012. https://doi.org/10.1007/s11747-011-0278-x
  28. Chin, W. W., The partial least squares approach to structural equation modeling. Modern methods for business research, Vol. 295, No. 2, 295-336, 1998.
  29. Fornell, C., & Bookstein, F. L., Two structural equation models: LISREL and PLS applied to consumer exit-voice theory. Journal of Marketing research, 440-452, 1982.
  30. Hair, J. F., Ringle, C. M., & Sarstedt, M., PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, Vol. 19, No. 2, 139-152, 2011. https://doi.org/10.2753/MTP1069-6679190202
  31. Hair, J. F., Sarstedt, M., Ringle, C. M., & Mena, J. A., An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the academy of marketing science, Vol. 40, No. 3, 414-433, 2012. https://doi.org/10.1007/s11747-011-0261-6
  32. Smartpls, 2016. Available from http://www.smartpls.com.