여행상품구매자의 의견선도력과 그에 따른 여행사선택속성에 관한 구전활동의 차이
Opinion Leadership and Word-of-Mouth Activities in Choice Behavior of Travel Agencies
This study examined the differences of world-of-mouth activities between opinion leaders and non-opinion leaders in service attributes of travel agencies. Childers" revised opinion leadership scale was employed to verify its sufficient indicator as a predictor of opinion leaders in purchasing tourism products. Discriminant analysis revealed that the opinion leadership scale was a variable which was significant in distinguishing opinion leaders from non-opinion leaders. Enduring involvement was known as an important predictor for opinion leadership. However, pleasure/interest and importance factor, sign factor, risk probability factor were significantly related to the characteristics of opinion leaders. Significant differences exist between opinion leaders and non-opinion leaders in word-of-mouth activities regarding attributes of travel agencies. Findings of this study suggest that opinion leaders has an influence on consumer behavior in touristic contexts.
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