초록 close

Word of mouth information has been accredited with having higher source reliability and stronger influence, because of its non-commercial attribute, and its influence is even stronger in the field of tourism where the judgements of consumers are more dependent on those of their reference group and opinion leaders. Building on the assumptions in the previous research of the presence of a positive role in perceiving source credibility and forming bonds among community members, this study sought to explore the influence of tourism web-site's reputation and sense of community on a chain of word of mouth effects consisting of word of mouth usefulness, word of mouth acceptance, and word of mouth diffusion. In addition, this study aimed to investigate the moderating effects of individual's level of involvement on such influence relationships with the assumptions that the strengths and directions of such influences would differ according to individual's level of involvement in the travel products and destination. The analysis found that web-site's reputation and sense of community had positive effects on the usefulness of word of mouth, and word of mouth usefulness in turn influenced significantly word of mouth acceptance of consumers, and it in turn again influenced significantly word of mouth diffusion. Also, it was found that these influence relationships among variables differed when analysed by the level of involvement. Specifically, sense of community and word of mouth diffusion were found to show association with other variables, respectively, only among the group representing high level involvement, implicating that different promotion schemes to enhance word of mouth effects according to each individual's level of involvement should be adopted.