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http://dx.doi.org/10.5762/KAIS.2011.12.11.4812

The Effects of Continued Usage Intention of Rural Tourism Social Media  

Mun, Young-Ju (International Development & Cooperation Research Institute, Woosong University)
Lee, Jong-Ho (Department of Electronic Commerce Graduate School, Kongju National University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.12, no.11, 2011 , pp. 4812-4818 More about this Journal
Abstract
This study aimed to reveal the relationship between the rural tourism social media use motivation and satisfaction, trust, continued usage intention. In order to carry out the empirical study 310 survey questionnaires were collected in rural tourism social media users, PASW18 and Lisrel 8.54 Statistics package were utilized for analysis of SEM. The study results were as follows: First, social media use motivation had a positive influence upon satisfaction, Secondly, satisfaction had a positive influence on trust, continued usage intention. Thirdly, trust had a positive influence upon continued usage intention. The study findings can provide the rural tourism with social media as well as practitional foundational upon which to establish effective marketing strategy.
Keywords
Electronic Commerce; Social Media; Continued Usage Intention; Rural Tourism;
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