SNS에서 여행지 이미지 공유행동에 대한 감정적 애착이 구전 및 지속적인 정보공유의도에 미치는 영향

The effect of emotional attachment towards image sharing behavior on SNS on word-of-mouth and continuous sharing intentions: The moderating role of travel satisfaction

The purpose of this study was to investigate how image sharing behavior of travel destinations continues and spread on SNS. In order to achieve this goal, the effect of emotional attachment toward posting travel photos/videos both on word-of-mouth(WOM) intention to posting travel photos/videos and continuous sharing intention was investigated. Additionally, the moderating function of travel satisfaction was verified. After reviewing previous literature, the conceptual model was proposed. To empirically test the proposed model, survey was conducted targeting travelers who had posted their travel photos/videos on SNS. A total of 449 responses collected from travelers were analyzed using structural equation model analysis. The results revealed that emotional attachment to posting travel photos/videos had a positive impact on both WOM intention to posting travel photos/videos and continuous sharing intention. Additionally, travel satisfaction significantly moderated the effect of emotional attachment to posting travel photos/videos on WOM intention to posting travel photos/videos, while it did not moderate the effect of emotional attachment on continuous sharing intention. The results provide useful practical and academic implications to marketing managers.