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KCI우수등재 학술저널

온라인 구전 관광정보의 구전효과

Changing traveler’s vacation plans and ways of searching travel information, information technology nowadays has brought our society and everyday lives with a radical change. Authors argue that the most revolutionary aspect of these changes is what they call ‘eWOM’(Electronic word of mouth). With structural equation model this paper examines eWOM’s characteristics and the relation between the eWOM and word of mouth adoption and diffusion. The result of this study suggests: (1) Trust in eWOM is the most important factor of the word of mouth effect, (2) Trust is related to information vividness and consensus, (3) The study model indicates the interrelationship of factors extracted from the result of the analysis and provides us a platform to understand eWOM tourism information.

I. 서론

II. 이론적 고찰

III. 연구방법

IV. 실증분석

V. 결론

참고문헌

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