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논문검색

여행사 소셜미디어 마케팅이 브랜드 이미지와 구매의도에 미치는 영향

원문정보

The Effects of Travel agent’s Social Media Marketing on Brand image and Purchase Intention

신재원, 이재섭

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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

ABSTRACT
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

저자정보

  • 신재원 Jaewon Shin. 백석문화대학교 관광학부 겸임교수
  • 이재섭 Jaesub Lee. 경기대학교 관광문화대학 관광경영학과 교수

참고문헌

자료제공 : 네이버학술정보

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