초록

Purpose - Due to the rapidly changing environment, the needs of information distribution are emphasized more than ever before. As information changes to cater to diversity, professionalism, and detailed segmentation, this information is produced exponentially. Many researchers working in intelligence agencies are feeling the need to establish a comprehensive information management and information distribution system in a systematic and more effective manner. Mobile marketing is based on communication when consumers can access information using GPS systems whatever their location may be when they are on a trip. Until recently, Korean companies have been struggling to perform well in the larger mobile tourism information service (MTIS) for Chinese tourists, which is regarded as a blue ocean area. The principal dimensions of the characteristics of a mobile tourism information service were analyzed, and the influence on perceived value and satisfaction was identified. Moreover, the relationship among the variable satisfaction and using intentions was empirically analyzed. Research design, data, and methodology - This study examined the structural relationship among mobile tourism information features, perceived value, satisfaction, and behavioral intentions. It is based on analyzed data from questionnaires involving advanced research. A questionnaire survey targeting Chinese students using a mobile tourism information service in Korea was conducted. A total of 230 questionnaires were circulated, and 221 questionnaires were used for empirical analysis, excluding invalid data. The data were analyzed with structural equation modeling with SPSS 21.0 statistic package reliability analysis, factor analysis, and regression analysis were implemented, and the effects of the mobile tourism information service features on perceived value, satisfaction, and using intentions were presented. Results - First, mobile tourism information service features have a direct positive effect on the practical value, and do not affect the hedonic value. Second, perceived value has a statistically positive effect on satisfaction. Third, perceived value has a positive effect on behavioral intentions. Fourth, satisfaction has a direct positive effect on behavioral intentions. Conclusion – MTIS (mobile tourism information service) involves personal, social, and technical characteristics. We have analyzed the effects of mobile tourism information service on perceived value, and on satisfaction and using intentions. First, the study shows that the characteristics of mobile tourism information service and perceived value in relation to mobile tourism information service usage are important for marketing in the Chinese market. Moreover, after using a mobile tourism information service, the effect on practical value is more than on hedonic value. We could not analyze the program for tourism information service extensively, and used only questionnaires from Chinese students in Korea. In the future, there should be research on the programs for a tourism information service. We expect to study the MTIS program in greater detail, and to improve the quality and reputation of MTIS through the analysis of its program. We hope that this research will allow an evaluation of the relationship between Korea and China regarding MTIS.

키워드

Mobile Tourism Information Distribution Service, Perceived Value, Satisfaction, Using Intentions.

참고문헌(39)open

  1. [학술지] Babin, B. J. / 2005 / Consumer Satisfaction and Word-of-Mouth:Restaurant Patronage in Korea / Journal of Service Marketing 19 (3) : 133 ~ 139

  2. [학술지] Carman, J. M. / 1990 / Consumer Perceptions of Service Quality : An Assessment of the SERVQUAL Dimensions / Journal of Retailing 66 (1) : 33 ~ 55

  3. [학술지] Carpenter, J. M. / 2008 / Consumer Shopping Value, Satisfaction and Loyalty in Discount Retailing / Journal of Retailing and Consumer Services 15 (5) : 358 ~ 363

  4. [학위논문] Choei Hyeon-Sik / 2009 / A study on the effects of moblile information services and customers characteristics on tourist satisfaction and reuse intention

  5. [학술지] Davis, F. D. / 1989 / Perceived Usefulness, Perceived Ease of Use, & User Acceptance of Information Technology / MIS Quarterly 13 (3) : 319 ~ 340

  6. [학술지] Donovan, R. J. / 1982 / Store Atmosphere: An Environment Psychology Approach / Journal of Retailing 58 (Spring) : 34 ~ 57

  7. [인터넷자료] Durlacher Research Ltd / Mobile Commerce Report

  8. [단행본] Engel, J. F. / 1995 / Consumer Behavior / Dryden Press

  9. [학술지] Lynn, G. Park / 2007 / Value-driven Consumer e-health Information Search Behavior / International Journal of Pharmaceutical and Healthcare Marketing 1 (2) : 128 ~ 142

  10. [학술지] Grewal, D. / 2003 / The Internet and the Price-Value-Loyalty Chain / Journal of Business Rsearch 56 (5) : 391 ~ 398

  11. [학술지] Hirschman, E. C. / 1982 / Hedonic Consumption : Emerging Concepts, Methods, and Propositions / Journal of Marketing 46 (3) : 92 ~ 101

  12. [학술지] Kim, K. K. / 1989 / User Satisfaction: A Synthesis of Three Different Perspectives / Journal of Information System 25 (5) : 1 ~ 11

  13. [단행본] Lee, Dong-Jin / 2007 / Strategic Relationship Marketing / Pakyoungsa

  14. [학술지] Lee, Eun-Jun / 2004 / Creating Value for Online Shopping Shoppers: Implication for Satisfaction and Loyalty / Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior : 54 ~ 67

  15. [학술지] Lee, Jin-Soo / 2011 / Examing the Role of Emotional and Functional Values in Festival Evaluation" / Journal of Travel Research 50 (6) : 685 ~ 696

  16. [학술지] Lee, Min-Young / 2009 / Shopping Value in Online Auctions : Their Antecedents and Outcomes / Journal of Retailing and Consumer Services 16 : 75 ~ 82

  17. [학위논문] Lee, Seong-Ho / 2006 / The effect of ubiquitous attributes of mobile contents on perceived interactivity and behavioral outcome

  18. [학술지] Mathieson, K. / 1991 / Predicting User Intention: Comparing the Technology Acceptance Model with Theory of Planned Behavior / Information Systems Research 2 (3) : 173 ~ 191

  19. [학술지] Mathieson, R. N. / 1985 / Measuring Satisfaction with Tourism / Journal of Travel Research 23 (3) : 2 ~ 5

  20. [학술지] 오영삼 / 2012 / An Exploratory Study of the Utilitarian and Hedonic Values on Buying Intention in Mobile Service / 유통과학연구 10 (9) : 23 ~ 29

  21. [학술지] Oliver, R. L. / 1980 / A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions / Journal of Marketing Research 17 : 460 ~ 469

  22. [학술지] Oliver, R. L. / 1993 / Cognitive, Affective and Attribute and consequences of satisfaction decisions / Journal of Marketing 44 (2) : 460 ~ 469

  23. [학술지] Overby, J. W. / 2006 / The Effects of Utilitarian and Hedonic Online Shopping Value on Consumer Preference and Intentions / Journal of Business Research 59 (10) : 1160 ~ 1166

  24. [학술지] Park, Cheol / 2000 / A study on the Effect of Internet Information search value on Internet shopping Behavioral Intentions / Korea Marketing Review 15 (1) : 143 ~ 162

  25. [학술지] 박효은 / 2010 / 긍정적, 부정적 쇼핑감정이 쇼핑가치와 인터넷 의류 쇼핑사이트 접근행동에 미치는 영향 / 유통연구 15 (2) : 101 ~ 122

  26. [학술지] 박현지 / 2007 / 모바일 관광정보서비스 특성과 지각된 가치, 행동의지, 실제사용간의 관계분석 / 호텔경영학연구 16 (1) : 121 ~ 138

  27. [학술지] 박현지 / 2008 / 모바일 관광정보서비스 경험에 따른 고객행동분석 - 대학생 유경험자를 대상으로 - / 관광연구 23 (1) : 101 ~ 124

  28. [학술지] Reisinger, Y. / 1997 / Cross-cultural differences in Tourism: Indonesian tourists in Australia / Tourism Management 18 (3) : 139 ~ 147

  29. [학술지] Rice, R. E. / 1990 / Individual & Network Influences on the Adoption &Perceived Outcomes of Electronic Messaging / Social Networks 12 (1) : 27 ~ 55

  30. [단행본] Rogers E. M. / 1995 / Diffusion of Innovation / Free Press

  31. [학술지] Ryu, Ki-Sang / 2010 / Relationships among Hedonic and Utilitarian Values, Satisfaction and Behavioral Intentions in the Fast-casual Restaurant Industry / International Journal of Contemporary Hospitality Management 22 (3) : 416 ~ 432

  32. [보고서] Samsung economic research institute / 2013 / A powerful New Generation of Chinese Consumption

  33. [학술지] 신종칠 / 2004 / 모바일 무선인터넷 사용가치가 사용의도 및 사용시간에 미치는 영향에 관한 연구 / 소비자학연구 15 (2) : 125 ~ 143

  34. [학술지] Spreng, R. A. / 1996 / An Empirical Examination of a Model of Perceived Service Quality and Satiafation / Journal of Retailing 72 (2) : 201 ~ 214

  35. [학술지] Szajna. B. / 1996 / Software Evaluation & Choice: Predictive Validation of the Technology Acceptance Instrument / MIS Quality 18 (3) : 4 ~ 13

  36. [학술지] Wakefield, K. L. / 1996 / Retailing Hedonic Consumption: A Model of Sales Promotion of a Leisure Service / Journal of Retailing 72 (4) : 409 ~ 427

  37. [학술지] Whipple, T. W. / 1988 / Group Tour Management : Does good service produce satisfied customers? / Journal of Travel Research 27 (1) : 16 ~ 21

  38. [학술지] Yoo, Weon-Sang / 2010 / The Role of Interactivity in E-Tailing: Creating Value and Increasing Satisfaciton / Journal of Retailing and Consumer Services 17 (2) : 89 ~ 96

  39. [단행본] Zeithaml, V. A. / 2000 / Services Marketing:Integration Customer Focus Across The Firm / Irwin McGraw-Hill