초록 열기/닫기 버튼
The purpose of this study is to prove that how the characteristics of the hotel-blog marketing effect to attitude and purchasing intension. Nowadays, there are many of blog users who are using the blog to get informations of hotel so that blog marketing is getting activated. For the empirical study, a survey was carried out among blog users, from June 6th to June 12th, 2016. The collected data were analyzed using SPSS 21.0 and Amos 18.0. Therefore, we methodically established the concept of blog through experimental study and preceding research, found out how the characteristics of blog effect consumers' attitude and purchase intention of hotel products. Results from this study found that the evaluation factor on the blog through internet has been classified into the detailed hypothesis having 4 factors such as interactivity, providing of information, economics, reliability. As a result, three(interactivity, economics, reliability) of the characteristics of the hotel-blog (interactivity, economics, reliability, information) were statistically significant to the attitude and providing of information was statistically significant to the purchasing intension. According to these results, you would better use an objective and accurate hotel-blog than the one which is unconditional commercial blog to stimulate people’s purchasing intention.
키워드열기/닫기 버튼
Blog Marketing, Customers' Attitude, Purchase Intention
