의료관광상품에 대한 온라인구전 정보특성, 정보신뢰성, 정보유용성, 구전효과의 관계구조 분석:방한 중국인 관광객을 대상으로

Abstract

This study aims at analyzing the relations among eWOM information characteristics, information credibility, information usefulness and eWOM effect of medical tourism product. The literature review covered the concepts and theories of the major variables and accordingly research hypotheses were established. Following this, a research model was proposed based on the extended structural model including the intervening variables of eWOM information credibility and information usefulness. Survey data were collected from Chinese tourists visiting Korea using the purposive sampling method. The results of the study revealed that the consensus and valence factors of information characteristics have significant influence on eWOM information credibility and the vividness factor have significant influence on eWOM usefulness. And eWOM information credibility has significant influence on information usefulness. And also, eWOM information credibility and usefulness have positive influence on eWOM effect respectively.