Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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The Effect of Web Ad Components on Consumer Attitude and Purchase in Food Service Industry

외식업 웹광고 구성요소가 소비자의 수용태도 및 구매효과에 미치는 영향

  • Kim, Ki-Young (Department of Foodservice Management, kyonggi University) ;
  • Kim, Ji-Eung (Department of Foodservice Management, kyonggi University) ;
  • Han, Sung-Man (Major of Foodservice Industry Management, kyonggi University The Gradute School of Tourism)
  • 김기영 (경기대학교 외식조리관리학과) ;
  • 김지응 (경기대학교 외식조리관리학과) ;
  • 한성만 (경기대학교 관광전문대학원 외식산업경영전공)
  • Published : 2008.06.30
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Abstract

This study examined the effects of Web ad components on customer attitude and purchasing decisions in 300 individuals who visited family restaurant Websites. The results are summarized as follows: First, Web ad components such as content, design, and interactivity had effects on the cognitive attitudes of the customers. And design, accessibility, and Web functionality had significant effects on the customers' emotional attitudes. In addition, content, navigation, and Web functionality had significant effects on the customers' behavioral attitudes. Lastly, the cognitive, emotional, and behavioral attitudes of the customers had significant effects on their purchases. From these results, design elements such as content, color, and menus, along with user interactivity for information are considered helpful components of a food service Web ad for customer cognition of the restaurant's information. In addition, aspects of Web functionality such as the food service's Web ad set-up, or the protection of personal information, the color design and menu, as well as accessibility for easy use, are all helpful in terms of gaining a customer attitude that is friendly and preferential towards a restaurant's menu items.

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