해양 축제 브랜드 이미지와 기대일치 간의 영향관계에서 SNS정보특성의 매개효과

The Mediating Effect of SNS Information Characteristics on the Relationship Between Marine Festival Brand Image and Expectation-Confirmation

This study aimed to verify the mediating effect of SNS information characteristics on the relationship between marine festival brand image and expectation-confirmation. The survey was conducted from March 29 to July 27, 2025, targeting tourists who visited marine festivals during that period. The results of the study are as follows: First, among the dimensions of brand image, functional image, cognitive image, and differentiated image had a significant effect on expectation-confirmation, whereas the gourmet (food-related) image was not significant and thus rejected. Second, in the relationship between marine festival brand image and SNS information characteristics, functional, cognitive, and differentiated images had a significant positive effect on SNS information characteristics, while the gourmet image again showed no significant influence and was rejected. Third, regarding the mediating effect of SNS information characteristics on the relationship between marine festival brand image and expectation-confirmation, functional, cognitive, and differentiated images were found to have a partial mediating effect, whereas the gourmet image did not show any mediating effect.