소셜미디어 여행정보 공유 동기가 행동에 미치는 영향관계에서 MZ세대의 조절효과 분석

초록

To understand the rapidly changing technological development and tourist communication, it is necessary to understand major user groups’ perception and behavior. The purpose of this study is to explore whether the mechanism of travel information sharing behavior on social media is explained differently according to the classification of the MZ generation. An online survey was conducted on the MZ generation and the hypotheses were verified through hierarchical regression analysis. Results showed that personal fulfillment and self-actualization, altruistic, and self-disclosure motivations have impact on the behavior of travel information sharing behavior on social media. Also, MZ generation is moderating the influences of altruistic and self-disclosure motivation on that behavior. This study expanded the academic understanding of travel information sharing behavior on social media among MZ generation, and provided practical implications for generation and distribution of online travel information.

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