호텔기업의 SNS(Social Network Service)품질속성이 호텔이미지, 선호도 및 구매결정에 미치는 효과분석

The effects of quality attributes of a hotel company's SNS on hotel image, preference and purchase decision: Comparative analysis of users and non-users

The purpose of this study was to explore the effects of quality attributes of a hotel company's SNS(social network system) on hotel image, preference and purchase decision. To accomplish the purpose, the data were collected by customers who visited hotels located in the area of Seoul, Korea from September 21 to 23, 2017. To analyze the data, several statistic tests, such as descriptive analysis, exploratory factor analysis, reliability test, liner regression, multi-variate analysis, and moderate multiple regression, were used. This study confirmed that the quality attributes of SNS have a significant effect on hotel image, preference, and purchase decision. The hotel image of consumers significantly influenced on preference of a hotel, and the higher the preference of a hotel, the more consumers decide to purchase. The result also revealed there is a difference between user and non-users in the relationship among main variables(e.g., the quality attributes of SNS, hotel image, preference, and purchase decision) of the study. These findings suggest that various types of targeting can be applied to develop the SNS of a hotel to provide information of hotel products to the SNS user group. Also, these items(e.g., ease of use, perceived enjoyment, and reliability of information) should be considered intensively when hotel marketers and experts develop a marketing strategy to maximize the advertising effects through the SNS.