원문정보
The Effects of Travel agent’s Social Media Marketing on Brand image and Purchase Intention
초록
영어
The purpose of this study is to investigate the relationship among Social media marketing, brand image and purchase intention. To perform this study, total 218 questionnaire were distributed to customers who had experienced Social media of travel agent dated from August 1th to September 20th. Unworkable data were excluded, 201 usable responses were obtained for an empirical analysis. Frequency analysis, exploratory factor analysis, reliability analysis, and regression analysis were measured by using JAMOVI program accordingly. For the study structure, social media marketing was divided with accuracy, richness, usefulness, timeliness. Brand image and purchase intention were a single factor. The result has shown as follows: Hypothesis 1, among social media marketing, all factors have a positive effect on brand image. Hypothesis 2, among social media marketing, both usefulness and timeliness have a positive effect on purchase intention. Hypothesis 3, brand image has a positive effect on purchase intention. Hypothesis 4, among social media marketing, both usefulness and timeliness have a positive effect on purchase intention by mediating brand image. This study result has found that managing social media marketing is a source of competitive marketing advantage in travel agent business. This study suggests operational and theoretical implications on the aspects of social median marketing and brand image management in travel industry.
목차
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 소셜미디어 마케팅
2. 브랜드 이미지
3. 구매의도
Ⅲ. 연구설계
1. 연구모형 및 가설의 설정
2. 조작적 정의 및 설문지 구성
3. 조사방법과 조사기간
Ⅳ. 실증분석
1. 조사대상자의 인구통계학적 특성
2. 타당성과 신뢰도 분석
3. 가설의 검증
Ⅴ. 결론
참고문헌