호텔의 소셜커머스 활동에 대한 소비자의 가치가 호텔이미지와 구매의도에 미치는 영향

The Effects of Customer’s Value on Hotel’s image and Buying Intention in Social Commerce of Hotel industry

The purpose of this study is to examine customer’s value influences the hotel’s image and buying intention and also how this correlation is influenced when hotel suggest that coupons for facility, restaurants, sauna, rooms through the social commerce. This study also offered both theoretical and practical suggestion with strategic methods for forming a successful performance with the social commerce. To attain the goal, the researcher selected the customer from the Hotel(Lotte, Wakerhill, Lamada, Ambassador) and Social Commerce. The data was collected 280 respondents and finally 273 samples which have a sincerely answered were used for data analysis. For the study, frequency, factor analysis, and multiple regression were used. Results of data analysis showed that convenience, hedonic, information value factors of customer’s value have a positive and significant influence on hotel image and buying intention. On the other hand, economic value has a negative influence on hotel’s image. Accordingly, considering the implications derived from the results, the management shall use them in a way that they are beneficial in establishing the differentiated social market and management strategy in hotel industry.