Title Page
Contents
ABSTRACT 14
CHAPTER 1. INTRODUCTION 16
CHAPTER 2. THEORETICAL BACKGROUND 19
1. The Role of Social Media Influencer in Travel Marketing 19
2. Type of Influencers 21
3. Perceived Interactivity on Influencers 24
4. Attribution Theory 25
5. Para Social Theory 27
6. Consumer Responses 29
6.1. Perceived Authenticity 29
6.2. Travel Intention 32
6.3. Attitude toward the Influencer 33
6.4. Electronic Word of Mouth Intention 35
6.5. Interact Intention 36
7. Research Hypotheses and Questions 37
8. Research Model 39
CHAPTER 3. RESEARCH METHOD 40
1. Experimental Design 40
2. Stimulus Material 40
3. Pre-Test 43
CHAPTER 4. RESULTS 45
1. Preliminary Data Analysis 45
1.1. Demographic information 45
1.2. Manipulation check 46
2. Hypothesis Testing 48
2.1. Result of Perceived Authenticity 48
2.2. Result of Travel Intention 52
2.3. Result of Attitude toward Influencer 57
2.4. Result of eWOM Intention 62
2.5. Result of Intention to Interact with Influencer 67
CHAPTER 5. DISCUSSION AND CONCLUSION 84
1. Summary of Findings 84
2. Implications 91
2.1. Theoretical Implications 91
2.2. Practical Implications 93
3. Study Limitations and Suggestion for Future Research 95
REFERENCES 99
APPENDICES 13
APPENDIX A 109
APPENDIX B 120
APPENDIX C 123
ABSTRACT IN KOREAN 124
Table 1. Variable Description 41
Table 2. Group Statistics 43
Table 3. Independent Samples Test 44
Table 4. Demographic Information of Respondents 46
Table 5. Sample Size 47
Table 6. Cell Size, Means and Standard Deviations for Type of Influencer. 49
Table 7. Levene's Test of Equality of Error Variances 50
Table 8. ANOVA Result 51
Table 9. Cell Size, Means and Standard Deviations for Type 54
Table 10. Levene's Test of Equality of Error Variances 55
Table 11. ANOVA Result 56
Table 12. Cell Size, Means and Standard Deviations for Type of Influencer 59
Table 13. Levene's Test of Equality of Error Variances 60
Table 14. ANOVA Result 61
Table 15. Cell Size, Means and Standard Deviations for Type of Influencer 64
Table 16. Levene's Test of Equality of Error Variances 65
Table 17. ANOVA Result 66
Table 18. Cell Size, Means and Standard Deviations for Type of Influencer. 68
Table 19. Levene's Test of Equality of Error Variances 69
Table 20. ANOVA Result 70
Table 21. Model Summary (Perceived Authenticity〉 Total of Attitude) 72
Table 22. ANOVA Result (Perceived Authenticity〉 Total of Attitude) 73
Table 23. Coefficients (Perceived Authenticity〉 Total of Attitude) 73
Table 24. Model Summary (Perceived Authenticity〉 Travel Intention) 74
Table 25. ANOVA Result (Perceived Authenticity〉 Travel Intention) 74
Table 26. Coefficients (Perceived Authenticity〉 Travel Intention) 74
Table 27. Model Summary (Perceived Authenticity〉 eWOM Intention) 75
Table 28. ANOVA Result (Perceived Authenticity〉 eWOM Intention) 75
Table 29. Coefficients (Perceived Authenticity〉 eWOM Intention) 76
Table 30. Model Summary (Perceived Authenticity〉 Intention to Interact) 77
Table 31. ANOVA Result (Perceived Authenticity〉 Intention to Interact) 77
Table 32. Coefficients (Perceived Authenticity〉 Intention to Interact) 77
Table 33. Model Summary (Attitude toward Influencer〉 Travel Intention) 79
Table 34. ANOVA Result (Attitude toward Influencer〉 Travel Intention) 79
Table 35. Coefficients (Attitude toward Influencer〉 Travel Intention) a 79
Table 36. Model Summary (Attitude toward Influencer〉 eWOM Intention) 80
Table 37. ANOVA Result (Attitude toward Influencer〉 eWOM Intention) 81
Table 38. Coefficients (Attitude toward Influencer〉 eWOM Intention) 81
Table 39. Model Summary (Attitude toward Influencer〉 Intention to Interact) 82
Table 40. ANOVA Result (Attitude toward Influencer〉 Intention to Interact) 82
Table 41. Coefficients (Attitude toward Influencer〉 Intention to Interact) 82
Table 42. Overview of Hypotheses and Research Questions 89
Figure 1. Research model of the present study 39
Figure 2. Type of Influencer and Level of Perceived Interactivity Interaction Effects of Perceived Authenticity on Influencer 52
Figure 3. Type of Influencer and Level of Perceived Interactivity Interaction Effects of Travel Intention 57
Figure 4. Type of Influencer and Level of Perceived Interactivity Interaction Effects of Total of Attitude 62
Figure 5. Type of Influencer and Level of Perceived Interactivity Interaction Effects of eWOM Intention 67
Figure 6. Type of Influencer and Level of Perceived Interactivity Interaction Effects of Intention to Interact 71
Figure 7. Conceptual Model for Additional Analysis on Perceived Authenticity 72
Figure 8. Conceptual Model for Additional Analysis on Attitude toward Influencer 78