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http://dx.doi.org/10.5392/JKCA.2019.19.09.152

The Effects of Utilitarian and Hedonic Perceptions of Travel Review Website on Perceived Usefulness and Behavioral Intention  

Kim, Yong-Soon (동양미래대학교 관광컨벤션학과)
Publication Information
The Journal of the Korea Contents Association / v.19, no.9, 2019 , pp. 152-161 More about this Journal
Abstract
The purpose of this study was to research the relationships among utilitarian perceptions, hedonic perceptions, perceived usefulness and behavioral intention. Recently, consumers rely heavily on user-generated contents of social media channels to support their purchase decisions, such as electronic word-of-mouth. Electronic word-of-mouth helps consumers to evaluate items before making purchase, to reduce purchase risks and to support their purchase decisions. This study was based on both the analysis derived from a hypothesis and literature reviews and data collected from 255 travelers who had used travel review website at least once. The results of empirical analysis showed as follows. First, Utilitarian perceptions(information quality) has a significant impact on the perceived usefulness of a travel review website. Second, Enjoyment has a significant impact on the perceived usefulness of a travel review website. Third, Curiosity fulfilment has a significant impact on the perceived usefulness of a travel review website. Finally, Perceived usefulness of a travel review website has a significant impact on behavioral intention. Based on these findings, the implications and limitations of the study were presented including some directions for future studies.
Keywords
Utilitarian Perceptions; Hedonic Perceptions; Perceived Usefulness; Behavioral Intention;
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Times Cited By KSCI : 2  (Citation Analysis)
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