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논문검색은 역시 페이퍼서치

> 관광경영학회 > 관광경영연구 > 103권 0호

숙박 O2O의 온라인 플랫폼 및 오프라인 브랜드 품질이 만족, 애착, 관계지속 및 공유의도에 미치는 영향

The Effect of Online Platform and Offline Brand Quality of Accommodation O2O on Satisfaction, Attachment, and Relationship Continuity and Sharing Intention

이승훈 ( Seunghun Lee )

- 발행기관 : 관광경영학회

- 발행년도 : 2021

- 간행물 : 관광경영연구, 103권 0호

- 페이지 : pp.313-337 ( 총 25 페이지 )


학술발표대회집, 워크숍 자료집 중 1,2 페이지 논문은 ‘요약’만 제공되는 경우가 있으니,

구매 전에 간행물명, 페이지 수 확인 부탁 드립니다.

6,500
논문제목
초록(외국어)
Recently, O2O services are showing rapid growth, but continuous online and offline quality improvement and competitiveness are required. The purpose of this study was to verify the effect of online platform and offline brand quality of accommodation O2O on satisfaction, attachment, and relationship continuity and sharing intention. A survey was conducted on accommodation o2o service users, and 353 samples were used for research analysis, excluding inappropriate data. The hypothesis of this research model was verified through structural equation model analysis. The analyzed research results are summarized as follows. First, all sub-variables of online platform quality had a significant effect on online platform satisfaction, and all sub-variables of offline brand quality had a significant effect on offline brand satisfaction. Second, online platform satisfaction had a significant effect on offline brand satisfaction. Third, online platform and offline brand satisfaction had a significant effect on O2O service attachment. Fourth, service attachment had a significant effect on relationship continuity and sharing intention. In the conclusion of this study, marketing implications for improving online and offline quality and maintaining sustainable customer relationships in the accommodation O2O industry were presented.

논문정보
  • - 주제 : 사회과학분야 > 관광학
  • - 발행기관 : 관광경영학회
  • - 간행물 : 관광경영연구, 103권 0호
  • - 발행년도 : 2021
  • - 페이지 : pp.313-337 ( 총 25 페이지 )
  • - UCI(KEPA) :
저널정보
  • - 주제 : 사회과학분야 > 관광학
  • - 성격 : 학술지
  • - 간기 : 격월
  • - 국내 등재 : KCI 등재
  • - 해외 등재 : -
  • - ISSN : 2092-528X
  • - 수록범위 : 1997–2021
  • - 수록 논문수 : 1988