정교화 가능성 모델을 이용한 온라인 여행 커뮤니티 구성원의 관광정보탐색행동과 이용동기별 차이분석

A Comparative Analysis of Usage Motivation and Tourism Information Search Behavior in Online Travel Community Using Elaboration Likelihood Model

Our study adopted Elaboration Likelihood Model(ELM) to measure the impact of central and peripheral cues on online travel community behavior and its consequences on perceived technicality and perceived enjoyment of community members. While most of ELM studies did not elaborate the antecedents of both central and peripheral cues, we measured the antecedents of those information processing routes to clarify how argument quality factors and source credibility develop the nature of either central or peripheral route. We found that argument quality and source credibility were the main determinants of both of perceptions(technicality, enjoyment) on the community. Second, the results revealed that the perceptions has a positive effect on information search intention. Third, we also found that a type of motivations (utilitarian/hedonic) moderated the central and peripheral routes toward perceptions. Our empirical findings suggested that ELM(argument quality: central cue, source credibility; peripheral cue) were strong predictors of perceptions of behavior intention to use on a travel community.