소셜커머스 특성이 신뢰 및 충성도에 미치는 영향- 호텔소셜커머스를 중심으로 -

Title
소셜커머스 특성이 신뢰 및 충성도에 미치는 영향- 호텔소셜커머스를 중심으로 -
Other Titles
The Effect of Social Commerce Characteristics on Trust and Loyalty - Focused on Hotel Social Commerce -
Authors
정철
Keywords
호텔소셜커머스 특성; 신뢰; 충성도; Characteristics of Hotel social commerce; trust; loyalty
Issue Date
2015-07
Publisher
한국호텔관광학회
Citation
호텔관광연구, v. 17, NO 4, Page. 162-181
Abstract
The fierce competition in hotel fields is requesting hotels to satisfy customers with more customer-oriented marketing strategies. Currently, interest in social commerce is growing based on the concept of social networking. Therefore, utilizing social commerce as a way of developing hotel marketing strategies is needed reflecting current social circumstances. The purpose of this study is to analyze the characteristics of social commerce and examine relationship between those characteristics, trust and loyalty. Consequently, this study aims at providing hotel industries with the empirical grounds for using social commerce as a customer-oriented marketing strategy for building customer loyalty based on trust. The survey was conducted on the people who had experienced on using social commerce of hotel companies within the last six months. The result confirms that all five characteristics of social commerce(reputation, economical efficiency, service quality, transaction safety, interactivity) had a positive impact on trust. Findings also show that trust had a positive influence on loyalty.
URI
http://kiss.kstudy.com/journal/thesis_name.asp?tname=kiss2002&key=3379697http://hdl.handle.net/20.500.11754/25998
ISSN
1229-3482
Appears in Collections:
COLLEGE OF SOCIAL SCIENCES[S](사회과학대학) > TOURISM(관광학부) > Articles
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