관광객의 SNS 정보수용이 행동의도 및 추가비용 지불의도에 미치는 영향: 확장된 기술수용성모델(ETAM)과 계획행동이론(TPB)을 활용하여

The Impact of Tourist Information Acceptability on Behavioral Intentions and Willingness to Pay Additional Costs: Utilizing the Extended Technology Acceptance Model and Theory of Planned Behavior

Purpose - This study explores the extent to which tourist acceptance of tourism-related information provided through social networking services (SNS) influences behavioral intentions and willingness to pay additional costs. By integrating the Extended Technology Acceptance Model (ETAM) with the Theory of Planned Behavior (TPB), the research examines the cognitive and motivational mechanisms through which SNS-based information affects decision-making processes in tourism contexts. Design/Methodology/Approach - A structural equation modeling (SEM) approach was adopted to empirically test the proposed conceptual framework. Data were collected via an online survey targeting individuals who have utilized SNS platforms to access tourism information and subsequently engaged in travel activities. A total of 575 valid responses were analyzed. Core constructs include perceived usefulness, perceived ease of use, perceived enjoyment, attitude, subjective norm, perceived behavioral control, behavioral intention, and willingness to pay. Findings - The empirical results demonstrate that perceived ease of use and enjoyment significantly influence tourist attitudes, whereas perceived usefulness does not. Conversely, perceived usefulness exerts a significant positive effect on perceived behavioral control. Furthermore, attitude, subjective norm, and perceived behavioral control were found to significantly predict behavioral intention, which, in turn, positively affectsed willingness to pay additional costs. Research Implications - This study contributes to the literature by extending TAM to incorporate emotional and social dimensions within the context of digital tourism information. The findings underscore the strategic importance of developing engaging, user-friendly, and socially validated SNS content to enhance tourist behavioral engagement and economic commitment.