earticle

영어

The purpose of this study is to verify the impact on online word of mouth information characteristics for tourism product, information satisfaction, information trust, and purchase intention, and to provide meaningful basic data for successful online marketing strategies for private industry operators. To this end, the survey was conducted for those in their 20s and 40s who have purchased online tourism products within two years, and 277 valid responses were used for analysis. According to the analysis results, it has been confirmed that online word of mouth information characteristics, information satisfaction, information trust, and purchase intention are significantly related to each other. Furthermore, information satisfaction and information trust in the relationship between online word of mouth information characteristics and purchase intention have been found to be partial-mediated and sequential mediated. This study is significant in that it has theoretically expanded the relevant research by validating the effects relationship between major factors and presented the strategic direction of online word of mouth marketing.