호텔 브랜드 블로그 특성이 구매의도 및 온라인 구전 커뮤니케이션에 미치는 영향 : 블로그 태도를 매개변수로 - 20대∼30대 블로그 이용자 중심으로 -

The purpose of this study is to find out the necessity and effects of brand blog marketing and to present ways for successful blog marketing of hotel brand. Important variables influencing brand blog attitude are trust of information, interaction, economical efficiency, entertainment and friendship as hotel brand blog characteristics and brand blog attitude influencing purchase intention and word-of-mouse communication. Major finding are as follows: first, brand blog characteristics have a significantly positive effects on brand blog attitude. Second, brand blog attitude has significantly positive effects on purchase intention and word-of-mouse communication. Third, trust of information has significantly positive effects on purchase intention and word-of-mouse communication. And lastly, word-of-mouse communication has significantly positive effect on purchase intention. In conclusion, this study found that brand blog marketing is necessary in that it has significantly positive effects on purchase intention and word-of-mouse communication and, therefore, hotel should try that brand blog makes positive attitude to brand blog for successful hotel brand blog marketing.