지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학위논문
- 저자정보
- 지도교수
- 신홍철
- 발행연도
- 2020
- 저작권
- 경희대학교 논문은 저작권에 의해 보호받습니다.
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In nowadays, with the development and generalization of the internet and
mobile devices, SNS came very closely related to people''s daily lives. Not
only hotels but other industries are also using SNS as a means of
communication and marketing. In the case of the hotel industry, it tends to
prefer SNS marketing rather than the hotel''s own individual homepage
thesedays, which has been less accessible, and SNS has become the major
marketing strategy for them.
In this study, five types of SNS marketing characteristics which is
information trust, service value, visuality, interaction, and experience
information were conducted to find out the relationship between the SNS
marketing characteristics, which affect the brand attitude and the intention of
purchase. The ANOVA (one-way variable analysis) analysis was conducted
to identify differences in purchasing intent according to demographic
characteristics and generalities.
The study found out that five elements of SNS evaluation dimensions; information trust, service value, visual characteristics, interaction, and
experience information affect the brand attitude positively and the brand
attitude also has a positive effect on the intention of purchasing hotel room
products.
Based on the results of the study, hotel companies should communicate via
SNS including potential customers as well as existing customers and increase
the value of use as a marketing tool by utilizing the advantages of SNS
marketing.
In this study, only the five most studied elements of evaluation dimension
were considered based on prior studies, which also seemed to require more
diverse factors to be considered in subsequent studies, since there were
limitations in survey groups and regions.
mobile devices, SNS came very closely related to people''s daily lives. Not
only hotels but other industries are also using SNS as a means of
communication and marketing. In the case of the hotel industry, it tends to
prefer SNS marketing rather than the hotel''s own individual homepage
thesedays, which has been less accessible, and SNS has become the major
marketing strategy for them.
In this study, five types of SNS marketing characteristics which is
information trust, service value, visuality, interaction, and experience
information were conducted to find out the relationship between the SNS
marketing characteristics, which affect the brand attitude and the intention of
purchase. The ANOVA (one-way variable analysis) analysis was conducted
to identify differences in purchasing intent according to demographic
characteristics and generalities.
The study found out that five elements of SNS evaluation dimensions; information trust, service value, visual characteristics, interaction, and
experience information affect the brand attitude positively and the brand
attitude also has a positive effect on the intention of purchasing hotel room
products.
Based on the results of the study, hotel companies should communicate via
SNS including potential customers as well as existing customers and increase
the value of use as a marketing tool by utilizing the advantages of SNS
marketing.
In this study, only the five most studied elements of evaluation dimension
were considered based on prior studies, which also seemed to require more
diverse factors to be considered in subsequent studies, since there were
limitations in survey groups and regions.
목차
제1장 서 론 01제1절 연구의 배경 01제2절 문제의 제기 03제3절 연구의 목적 05제4절 연구의 중요성 07제5절 연구의 구성 09제2장 이론적 배경 11제1절 SNS의 정의, 개념, 특성과 현황 111. SNS의 정의 112. SNS의 개념과 특성 133. 국내 SNS의 사용 현황 174. SNS와 호텔 홈페이지 서비스 비교 215. 국내 호텔 SNS 마케팅 현황 23제2절 SNS 마케팅의 특성 261. 정보 신뢰 272. 서비스 가치 293. 시각적 특성 314. 상호 작용 335. 경험 정보 35제3절 브랜드 태도와 구매의도 371. 브랜드 태도 372. 구매의도 39제3장 연구방법 42제1절 연구모형 설계 및 가설설정 421. 연구모형 설계 422. 연구가설 설정 43제2절 표본의 설계 45제3절 변수의 조작적 정의 및 설문지 구성 471. 변수의 조작적 정의 472. 설문지 구성 48제4절 분석 방법 54제4장 실증연구 결과 55제1절 조사대상의 일반사항 분석 551. 인구통계학적 분석 552. 일반적인 사항 분석 58제2절 측정도구의 신뢰도와 타당도 검증 601. 요인분석 및 타당성 분석 602. 신뢰도 분석 683. 변수들 간의 상관관계 72제3절 가설 검증 741. SNS 마케팅과 브랜드 태도에 관한 회귀분석 검증 752. 브랜드 태도와 구매의도에 관한 회귀분석 검증 773. 인구통계학적 특성에 따른 구매의도에 대한 차이 784. 일반적인 사항에 따른 구매의도에 대한 차이 83제5장 요약 및 결론 87제1절 연구의 요약 및 시사점 871. 연구의 요약 882. 시사점 91제2절 연구의 한계점 및 향후 연구방안 93참고문헌 95설문지 106ABSTRACT 112
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