공유숙박 플랫폼 서비스 특성이 온라인 구전과 지속이용의도에 미치는 영향

The Effect of Service Characteristics of Shared Accommodation Platforms on Electronic Word-of-mouth and Continued Use Intention: Mediating effect of perceived value

This study examines the impact of the service characteristics of a shared accommodation platform on online word-of-mouth(eWOM) and continued use intention, and verifies the mediating effect of perceived value. As a result of analysis using SPSS v26 and Process macro model 4, it was confirmed that the economics, informativeness, and convenience of platform service characteristics had a significant impact on perceived value, online word of mouth, and intention to continue using. In addition, perceived value was confirmed to have a mediating effect on the impact of service characteristics on online word-of-mouth, while only economics was confirmed to have a mediating effect on the impact of continued use intention. These results mean that the standards for value judgment that affect customers' online word-of-mouth and continued intention to use are formed according to different characteristics, and suggest the need to build a strategic platform environment to induce online word-of-mouth and actual use.