중국 SNS의 한국관광 구전정보 특성과 정보발신자 특성이 구전효과에 미치는 영향

The Effects of Word-of-Mouth Information Characteristics of Korean Tourism and Information Senders Characteristics on Word-of-Mouth Effect in China SNS

The purpose of this study is to draw from previous literature, this research derived consensus, vividness, accuracy, timeliness, playfulness as online Korea tourism word-of-mouth characteristic, thereby exploring how they influence word-of-mouth effects via credibility and usefulness. Additionally, the study researched how the quality of SNS senders(tie strength, homogeneity, expertise) affect credibility and SNS senders(expertise) affect usefulness. In order to carry out the study, a survey of some Chinese was conducted, and 325 valid survey data were acquired. The result is that the characteristic of both SNS senders(tie strength, homogeneity, expertise) and word-of-mouth information(consensus, accuracy) was found to be influential in credibility. The characteristic of word-of-mouth information(vividness, accuracy, timeliness) turned out to be influential in usefulness. Credibility was found to be influential in usefulness. Credibility and usefulness were found to have a positive influence on word-of-mouth effects. Based on results of this analysis, we expect to be able to provide efficient strategic data that will affect policy formulation of the foreign tourism market spending needs in the future.