지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2014.9
- 수록면
- 59 - 79 (21page)
이용수
초록· 키워드
오류제보하기
The purpose of this study is to examine the impact of online customers’ reviews on a) purchase decision-related variables(credibility on information, attitude toward tourism products, booking intention) and b)the change of preferred information sources. The experimental design was used, and official webpage of hotel & resort and online reviews(positive, negative and neutral) were manipulated.
Data were collected from university students who were randomly assigned to each type of online reviews. A total of 403 samples was used to test the impact of online review and ANOVA and t-test were conducted. As results, there were significant impact of online reviews on changing the degree of purchase decision-related variables. The level of purchase decision-related variables was significantly changed after being exposed to each type of online review. Especially, the group exposed to negative reviews showed the biggest changes in the degree of credibility, attitude, and booing intention. For information sources, the group exposed to positive reviews increased their preference of personal reference, and the group exposed to negative reviews decreased their preference of travel-related websites.
Data were collected from university students who were randomly assigned to each type of online reviews. A total of 403 samples was used to test the impact of online review and ANOVA and t-test were conducted. As results, there were significant impact of online reviews on changing the degree of purchase decision-related variables. The level of purchase decision-related variables was significantly changed after being exposed to each type of online review. Especially, the group exposed to negative reviews showed the biggest changes in the degree of credibility, attitude, and booing intention. For information sources, the group exposed to positive reviews increased their preference of personal reference, and the group exposed to negative reviews decreased their preference of travel-related websites.
목차
Abstract
I. 서론
Ⅱ. 이론적 배경 및 연구문제
Ⅲ. 연구방법
Ⅳ. 실증분석 결과
Ⅴ. 결론 및 시사점
참고문헌
참고문헌 (0)
참고문헌 신청이 논문의 저자 정보
이 논문과 함께 이용한 논문
소비자의 긍정적 온라인 리뷰는 레스토랑의 선택속성과 재방문의도 간에 조절효과 연구
하헌수
,
박연옥
,
김건휘
관광레저연구
2016
.11
온라인 여행후기 정보특성과 수용의도 및 구전효과의 영향관계 연구 : 정보 유용성의 매개효과를 중심으로
양영순
,
박재민
관광레저연구
2013
.09
의료관광상품에 대한 온라인구전 정보특성, 정보신뢰성, 정보유용성, 구전효과의 관계구조 분석 : 방한 중국인 관광객을 대상으로
김경희
,
오은비
,
이연택
관광레저연구
2017
.01
온라인 리뷰가 온라인 쇼핑행동에 미치는 영향
윤영선
국제회계연구
2013
.12
잠재관광객의 위험지각이 태도, 정보탐색 구매의도 및 전환의도에 미치는 영향연구 : 서울지역 고객을 중심으로
권난경
,
김상범
,
이기종
관광레저연구
2017
.02
최근 본 자료
댓글(0)
0