호텔 고객의 SNS 후기정보특성과 SNS 상호작용 및 예약의도와의 관계에 대한 연구

A Study of the Relationship between SNS Review Characteristics, SNS Interactions and Booking Intentions of Hotel Customers: Focusing on the Mediating Effects of Conspicuous Self-Presentation of SNS

This study examines the effect of hotel users' SNS reviews information characteristics on SNS interactivity and intention to book, and the mediating effect of SNS interactions between SNS reviews information characteristics and intention to book. Also, in order to find out the difference between high and low conspicuous self-presentation group in relation to intention to book. 30 customers who have used the hotel through SNS review was explained for the purpose of this study, and through in-depth interviews, the questionnaire was developed for this study. This survey was conducted for hotel users in the past year or less, and a total of 500 surveys were collected, but 72 unsuccessful surveys were removed. Hence, 428 questionnaires were used for empirical analysis. And, the hypothesis verification results are as follows. H1: the effect of SNS review information characteristics on intention to book as supported, H2: the effect of SNS review information characteristics on SNS interactions as supported, H3: the effect of SNS interaction on intention to book as supported, H4b: the moderating effect of conspicuous self-presentation had a significant effect on the relationship between SNS review information characteristics and SNS interactions as supported. This study has the following limitations. This study targeted customers using SNS (facebook, instagram, kakaoStory, twitter, Naver Band, etc.), but failed to control specifically the service characteristics, openness, information sharing method, and subscribers' size of each SNS. In addition, as the number of office workers in 30s is relatively high, it is difficult to represent the entire SNS review information characteristics. In the future research, it should be considered that a study to compare generations is also needed by increasing the proportion of people in 20s who use SNS most frequently, and those who use SNS relatively infrequently