강릉 해양관광 디너크루즈 이용고객의 소셜커머스 이용동기와 웹사이트 신뢰 및 이용자 만족 간의 구조적 관계

A Study on Structural Relationship between Social Commercial Using Motivation and Website Trust, User Satisfaction on Dinner Cruise's Customers of Gangneung Marine Tourism

The purpose of this study is to identify the influence of social commercial using motivation of dinner cruise’s customer of Gangneung marine tourism on website trust and user satisfaction. To verify the hypotheses, I collected 221 data from Gangneung dinner cruise’s customer and statistical analysis was derived by means of SPSS/PC version 18.0 statistics package and Amos 18.0. The major findings of this study were the followings: First social commercial using motivation of Gangneung dinner cruise’s customer partially had meaningful effect on website trust. To put it concretely, Impulsive motivation, economic motivation and convenient motivation had positive effect on website trust. but hedonic motivation and social motivation were revealed to have no significant effect on wensite trust. Second, Only economic motivation of social commercial using motivation had positive effect on user satisfaction. Third, Website trust had positive effect on user satisfaction. This study proposes that social commercial using motivation can be a useful theoretical background for understanding a user satisfaction of marine tourism.