호텔객실상품 관여도에 따른 소셜미디어 품질과 구매행동의도와의 인과관계에 관한 연구

According to the recent development and expansion of the social media, academic studies in various fields suchas consumer behavior, social psychology, and information technology are being accelerated. This research is designedto study about consumers’ purchasing behavior according to their involvement based on the social media. Thespecific aims of this research are to investigate characteristics of information about hotel accommodation product insocial media, and to verify the causal relationship between the satisfaction of information services and consumers’purchasing behavior. And We also attemp to inspect the functional role of information services in social media andan integrated decision-making process of consumers’ purchasing behaviors at different levels of consumers’involvement of hotel accommodation product. As results of this study, the contents quality is the most significant factor affecting a user's satisfaction, andservice quality, emotional quality in order. Second, a user's satisfaction positively influenced his/her purchasingbehavior. Third, the contents quality and consumers’ involvement jointly and significantly affect their satisfaction. This study provides significant implications regarding consumers’ decision-making process through the socialmedia such that the critical elements of social media lead to the consumer's satisfaction and purchasing intentionsfrom the marketing aspect. In addition, it proves the point that useful information such as effective promotion andmarketing strategy online and social media is more effective than the traditional booking method.