모바일 여행 앱의 고객 인게이지먼트가 지속이용의도와 구전행동에 미치는 영향 : 고객동일시의 조절효과

With the advancement of information and communication technology (ICT), competition among online travel agencies (OTAs) has intensified, making customer-centric services a critical priority (Gao & Bi, 2021). Recently, travelers increasingly rely on dedicated travel apps to obtain travel information and purchase products. However, maintaining long-term customer relationships remains challenging, as approximately 50% of installed apps are eventually deleted (Linton & Kwortnik, 2015). This study identifies app engagement as a key factor in fostering long-term relationships between companies and customers. It empirically examines the antecedents and outcomes of app engagement. Based on the Information Systems Success Model, system quality and information quality are proposed as antecedents of app engagement. Additionally, the study explores the impact of app engagement on continued usage intention and word-of-mouth behavior, while investigating the moderating role of customer identification in these relationships. A survey was conducted with 238 users aged 20 to 50+ who had experience using travel apps. The collected data were analyzed using SPSS 22 and SmartPLS 3.0. The results indicate that system quality and information quality positively influence app engagement, which in turn enhances continued usage intention and word-of-mouth behavior. Furthermore, customer identification was found to strengthen the relationships between app engagement, continued usage intention, and word-of-mouth behavior. This study expands the theoretical understanding of engagement within the context of the tourism industry and provides valuable insights for developing effective marketing strategies for online travel agencies.