이중 요인 개념(dual-factor concepts)을 적용한소셜 미디어 여행정보 공유에 관한 연구

Continuous increase in the number of social media users and the convenience in usage due to spread of smartphones, made social media the leader of the new paradigm in tourism as it changed into the field for searching andsharing travel information. Especially, as the electronic word-of-mouth (eWOM) effect due to spread of informationplays an important role in decision making process of travelers, it is important to understand the travel informationsharing of social media users. Therefore, this study investigates the sharing travel information by social media indual structure of enabler and inhibitor. It applies the dual-factor concepts suggested by Cenfetelli(2004), distinguishesthe research models with respect to psychological motivation and barriers, and verifies the influence of relation inthe seven hypotheses in an integrated perspective. After investigating 228 tourism consumers who had experience ofsharing travel information through social media, this study found that the 'personal enjoyment' and 'altruism'motivation had a positive effect on attitude toward sharing travel information. In barriers, 'indifference' onlynegatively affected sharing information behavior. Also, it showed that the attitude towards travel information sharinghad a positive influence on travel information sharing intention. This study has several theoretical and practicalimplications. As for the theoretical implications, we attempt to employ the dual-factor concepts as a theoretical lensinto our research model, and also examine the effects of motivation and barrier factors on sharing travel informationthrough psychological area of individuals. Finally, the result of this study will help the hands-on workers in tourismby providing the information source and valuable information, and by suggesting the actual marketing andcommunication strategy for firms.