The Effect of SNS Tourism Information Service Quality on the Intension of Reuse

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1 , pp The Effect of SNS Tourism Information Service Quality on the Intension of Reuse Changsuk Chun 1, Daeyoung Kwak 2 1 Dept. of Tourism Management, Namseoul University 91 Daehak-ro, SeungHwan-eup Seobook-Gu, Cheonan, Korea cschun@nsu.ac.kr 2 Dept. of Tourism Management, Namseoul University 91 Daehak-ro, SeungHwan-eup Seobook-Gu, Cheonan, Korea dykwak@nsu.ac.kr Abstract. The purpose of this study is to examine the influence of SNS information service quality on reuse Reliability and interaction are selected as moderating variables in order to understand more about the influence of the independent variables of the four factors - responsiveness, ease of use, usefulness, and interest - on the dependent variable of reuse The results of analysis showed that two of the four SNS information service quality factors had a significant impact on the reuse intention of users; ease of use and interest. The reliability and interaction had a significant moderating effect on the relationship between ease of use and reuse Keywords: SNS, Tourism Information, Service, Quality, Reuse intention 1 Introduction As the technology of Web 2.0 internet-based concepts has advanced, SNS has played important roles as information and knowledge sharing platforms in the internet communities. Now SNS are recognized as information and knowledge sharing networks by enabling users to connect, share, and interact with others. The tourism industry is one of the sectors experiencing continuous and rapid transformation processes under the rapidly changing circumstance of information and communications technology [1]. This research, thus, attempts to identify how SNS information service quality influences users intention to reuse SNS, and to see if there is any moderating effect of reliability and interaction on the relationship between the factors of SNS information service quality and users intention to reuse SNS. ISSN: ASTL Copyright 2016 SERSC

2 2 Literature Review A study focusing on online travel agencies found a wider variety of e-service quality dimensions including content and purpose, accessibility, navigation, design and presentation, feedback and responsiveness, background information, and personalization and customization [2]. Other study focusing on the dimension of online service quality of internet shopping malls and travel websites found that people evaluate online service quality as a multi-dimensional construct and the most reliable factor for the acceptance of web context is information quality dimension [3]. Some studies of e-loyalty or e-satisfaction under web based circumstances suggested that web quality be classified into two categories: web information quality with five subscales and web system quality with four subscales [4]. Reliability and interaction are the chosen measurement items whose moderating effects on the relationship between information service quality and reuse intention will be investigated [5]. 3 Research Methods The survey was conducted at Incheon International Airport for about two months: from July to August, Out of 350 questionnaires that were given by hand to travelers waiting for their flights or going through departure procedure, 347 were returned. Finally, 331(94.6%) available questionnaires were used for analysis. Through literature review of previous researches and deep discussions, the authors developed a research model underlying the study (refer to Figure 1). Based on the proposed model, this study attempts to verify the following three hypotheses. Fig. 1. Research model H1. SNS tourism information service quality (H1a. responsiveness, H1b. ease of use, H1c. interest and H1d. usefulness) will have a significant impact on users reuse H2. SNS tourism information reliability will have a moderating effect on the relationship between SNS tourism information service quality (H2a. responsiveness, H2b. ease of use, H2c. interest and H2d. usefulness) and reuse H3. Interaction between SNS tourism information users will have a moderating effect on the relationship between SNS tourism information service quality (H3a. Copyright 2016 SERSC 45

3 responsiveness, H3b. ease of use, H3c. interest and H3d. usefulness) and reuse 4 Results Of the 330 respondents, approximately 71 percent (235) were female and the remaining 29 percent (95) represented male. As for the age group, 71.5 percent of the respondents were in the range of 20-29; 18.8 percent, 30-39; 7.0 percent, 40-49; 2.1 percent, 50-59; and 0.6 percent, Regarding favorite social media (SNS), 72.9 percent of the respondents are often using Blog; 13.4 percent, Nate-on; 8.2 percent, Twitter; and 5.5 percent, online communities. To assess the unidimensionality of each scale, factor analyses were performed as well as reliability tests by using Cronbach's alpha. From the results of factor analysis which were rotated by Varimax and extracted by Principal Component Analysis(PCA), we adopted only factors which had not only eigenvalue greater than 1, but also all factor loadings higher than 0.5. Finally, 2 (1 from SNS tourism information service quality, 2 from reliability) out of 34 scale items which didn t meet the above conditions were eliminated in the process, and seven factors were extracted. The results of reliability test for the extracted eight factors, the coefficient alphas of the factors were all above 0.7. The first hypothesis of the study is to assess the impacts of SNS tourism information service quality on users reuse To verify the hypothesis, simultaneous multiple regression analysis was performed. The results of the regression analysis showed that two independent variables, ease of use and interest, had significant and a positive relationship with users reuse The results of the regression analysis are summarized in Table 3 below. Table 3. The Impact of SNS Tourism Information Service Quality on Reuse Intention. Classification Standardized Coefficients beta t Sig. Constant Responsiveness Ease of use Interest ** Usefulness R 2 = Adjusted R 2 = F = Sig. = * P<0.05 ** P<0.01 Hypotheses 2 and 3 are to assess a moderating effect of reliability and interaction on the influential relationship between SNS tourism information service quality and users reuse To test them, hierarchical multiple regression analyses were conducted. First, according to the findings of the above simultaneous regression analysis, the four sub-hypotheses, H2a, H2d and H3a, H3d, were not supported. In order to test H2b, the authors entered the independent variable, ease of use, into the regression equation with the dependent variable, reuse intention, as Step 1. Then we put the variable reliability into the equation as Step 2, and finally, as Step 3, put the 46 Copyright 2016 SERSC

4 interactive item of ease of use and reliability into it. The result of the analysis showed that at the final step, the amount of R 2 (ΔR 2 = 0.009) increased, and the interactive item of ease of use and reliability(ease of use x reliability) was statistically significant at p < For the verification of H3b, ease of use, interaction, and their interactive item (ease of use x interaction) were entered into regression equation with reuse intention in sequence. As a result, the amount of R 2 (ΔR 2 = 0.009) increased, and the interactive item of ease of use and interaction was statistically significant at p < 0.05 in the last step. Table 4 below presents the results of the analyses. Table 4. Moderating effects of reliability and interaction on the influential relationship between ease of use and reuse intention Independent Variable Dependent Variable : Reuse Intention Step Insert Order β R 2 ΔR 2 F Sig Reliability ** 3 Reliability ** x Reliability * Interaction * P<0.05 ** P<0.01 Interaction x Interaction *.049 * To test H2c and H3c, the authors conducted hierarchical multiple regression analysis in the same way as the above analyses for H2b and H3b. In case of H2c, no increase of R 2 (ΔR 2 = 0.00) existed at Step 3 and the interactive item was insignificant at p < Also, in case of H3c, at the final step, no increase of R 2 (ΔR 2 = 0.00) existed and the interactive item was insignificant at p < Concluding Remarks Nowadays, SNS information from users might exert more influence on potential tourists product or service purchase than direct advertisements of businesses. In such a context, the current research conducted a survey to a group of overseas travelers with an aim to identify what factors of SNS information service quality would affect users reuse Findings are first, the two factors ease of use and interest had a significant effect on the users intention to reuse intention, while the other two responsiveness and usefulness did not. Second, the interaction and reliability had a significant moderating effect on the relationship between ease of use and reuse Copyright 2016 SERSC 47

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