관광소비자의 소셜미디어 이용에 대한 성별 차이에 관한 연구
A study on consumers’ usage of social media by gender
- 발행
- 2017
- 소속·발행
- 국제사이버대학
- 출처
- 국내 KCI
- 원문등록
- 2017-05-11
- 원문
- 원문 보기 ↗
개념
키워드
성별, 소셜미디어, 이용과충족이론, gender, social media, Use and Gratifications Theory
초록
This study aims to understand gender effects in travel consumers’ social media use. In previous studies, male and female were found to have different patterns of behavior in media acceptance and information activity. Based on gender theory, this study analyzed social media usage behavior of domestic travel consumers. The sample of the study was selected as 363 subjects who had experience of travel information using social media. The results show that there are differences in using social media and preferred social media services. In addition, the motivations for using social media were confirmed by gender. While male users tend to emphasize the process of information seeking, female users are able to confirm that they are motivated by relationship - oriented and entertainment motives. Research shows that women tend to be more sensitive and emotional than men, and this is a notable difference in social media marketing.