소셜 미디어에서 참여혜택과 온라인 정체성을 통한 여행정보 공유에 관한 연구 = Understanding Travel Information Sharing in Social Media through the Participation Benefit and Online Identity

국문 초록 (Abstract)

인터넷의 기술은 여행객을 언제 어디서나 인터넷에 접속할 수 있게 하여 자신이 필요한 여행정보를 언제 어디서나 얻을 수 있도록 하고 있다. 특히, 블로그, 까페 등과 같은 소셜 미디어의 등장은 여행객이 더 신뢰할 만한 정보원을 바탕으로 의사결정할 수 있게 지원하고 있다. 그러나, 아직까지 왜 사람들이 이러한 소셜 미디어에 여행정보를 제공하는지에 대해서는 충분히 연구되지 않았다. 이에 본 연구는 소셜 미디어에서 제공하는 여행정보의 사회적 혜택, 사회·심리적 혜택, 기능적 혜택이 개인의 정체성과 커뮤니티 참여를 공유하여 여행정보를 공유하는 의도를 유발시킨다는 연구모형을 구축하였다. 총 323명의 온라인 여행 커뮤니티를 이용하는 여행객을 대상으로 AMOS 18.0 으로 인과모형을 구축하여 실증분석하였다. 그 결과 소셜 미디어가 제공하는 기능적 혜택과 쾌락적 혜택은 개인의 온라인 정체성과 커뮤니티 참여에 영향을 미치고, 사회·심리적 혜택은 영향을 미치지 못했다. 개인의 온라인 정체성과 커뮤니티 참여는 모두 커뮤니티 상에서 여행정보 공유 의도를 유발하는 것으로 나타났다. 이상의 결과를 바탕으로 본 연구의 이론적, 실무적 시사점을 제시하였다.

다국어 초록 (Multilingual Abstract)

Internet technology enables travelers to access the Internet anywhere any time to obtain necessary travel information. In particular, the appearance of social media such as blogs and cafes supports travelers to make decisions based on more reliable information sources. However, the reason why travelers provide information to these social media has not been sufficiently studied yet. Therefore, in the present study, a study model indicating that the functional, social·psychological and hedonic benefits provided by social media prompt travelers' intention to share their identities and participate in communities thereby sharing travel information. A causality model was established using AMOS 18.0 with a total of 323 travelers who use social media to conduct empirical analysis. According to the results, the functional and hedonic benefits provided by social media affected travelers' online identity sharing and participation in communities but social·psychological benefits did not. Both travelers' online identity sharing and participation in communities were shown to prompt intentions to share travel information in communities. Based on the aforementioned results, the theoretical and practical implications of the present study were presented.

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