소셜커머스 관광상품 이용동기와 신뢰가 만족 및 행동의도에 미치는 영향:제주 관광상품 이용객을 대상으로

Abstract

The Growth of SNS(social network service) such as Facebook, Twitter and etc. offers a new marketing opportunity in tourist market. On top of that, the advent of social commerce which grafts SNS on previous electronic commerce sites is rapidly changing the tourist market and it seems to be a successful settlement as a new commerce trend. Despite its growth in social commerce tourist market, there are few researches on how to draw out its successful performance from the viewpoint of marketing. This study investigated the relationships among the social commerce commodity using motivation, trust, satisfaction, and Behavior intention. In this study, data collected from 22nd of October to 31st of October in 2012. 300 questionnaires were distributed to the social commerce tourist commodity users who visit Jeju. Out of 300 questionnaire, 278 questionnaires were collected and 245 questionnaires were finally used for empirical analysis. In this study, documentary study and empirical study were jointly conducted to successfully accomplish its goal of study. As the empirical analysis, frequency analysis, factor analysis, reliability analysis, multiple regression analysis were used for the statistic analysis which using SPSS 16.0. The main results are as follows. Firstly, the major groups of social commerce commodity users were females, the twenties, and students. Secondly, convenience motivation, economic motivation, and hedonic motivation of social commerce tourist commodity users had a positive and significant influence on satisfaction and behavior intention. Finally, the effect of trust transfer obtained between the trust of social commerce site and tourism businesses. Based on these findings this study provides following suggestions. Firstly, females, the twenties, and students are powerful group of social commerce tourist market. It is necessary to develop strategies targeted at them. Secondly, economic motivation is the most important factor. Therefore, tourism businesses have to provide economical benefits like half-off price to social commerce tourist commodity users. finally, if social commerce sites and tourism businesses make tourists to trust them, we could find an increase in satisfaction though the effect of trust transfer.