차량 네비게이션이 전반적인 관광만족도 및 재사용의도에 미치는 구조적 관계에 관한 연구

Exploring the Structural Relationship between Direct Influential Factors, Overall Tour Satisfaction and Reuse Intention among Vehicle Navigation Users: A Sample of Tourists Visiting Je-Ju Island

This study was to explore factors that directly impact on the reuse intention of vehicle navigation. It also examined the structural relationships among the direct influential factors, overall tour-satisfaction and the reuse intention of the vehicle navigation. A total 395 questionnaire were collected from people who waited for the airplanes at Je-Ju International Airport. Results showed that both self-efficacy and accuracy of the car navigation had positive influences on perceived usefulness and ease of use of the navigation. Results also indicated that while the car navigation’s perceived usefulness and ease of use positively influenced the overall-tour satisfaction, the reuse intention of the vehicle navigation was not influenced by those two factor. The reuse intention of the vehicle navigation was only influenced by the overall satisfaction. Limitations of the research were discussed and implications for marketing practitioners and researchers were also presented.