부산대학교 도서관

As tourism is highly information-dependent, consumers heavily rely on blog information for their decision-making. In this study, we explored which components of blog affect on the credibility of blog information. Quasi-experimental design was applied to university students for using four currently operating Naver travel blogs. The results revealed that the components that affect the intent to continue browsing on the blog were blog introduction and blog visibility. For the sub-page, blog realism, blog exposure, blog integrity, and blog expertise have positive impacts on the assessment of blog information credibility, while blog commercialism showed a negative impact. The results of the present study suggested that the following components increase the reliability of blogs: epilogue-style blog layout, detailed blogger introduction, reviews based on actual experiences, and continued blog management and engagement.