Homepage on the Purchase Attributes of Food Service Products

미니홈피를 통한 구전 커뮤니케이션이 외식상품 구매 속성에 미치는 영향

  • Kim, Ki-Young (Dept. of Foodservice Management, Kyonggi University) ;
  • Kim, Ji-Eung (The Doctor's Course Student, Dept. of Foodservice Management, Kyonggi University)
  • 김기영 (경기대학교 외식조리관리) ;
  • 김지응 (경기대학교 대학원 외식조리관리)
  • Published : 2008.06.30

Abstract

This study aims at examining the effect of word-of-mouth communication through mini homepage on purchase attributes and mapping out a marketing strategy based on this. For this, it made an analysis of the communication level with 302 mini homepage users. The result showed that the communication level of information exchange has a positive effect on the purchase experience of food service products significantly, showing that the higher its level is, the more frequent its experience is. And it showed that the communication level of relationship retention has a negative effect on the purchase experience of food service products significantly, showing that the higher its level is, the less frequent its experience is. These results demonstrated the utility that can increase word-of-mouth communications through information exchange and relationship retention, given that they are used with the object based on the kinship of information exchange and relationship retention as word-of-mouth communications, and that they lay stress on the connection with other people in the mini homepage.

Keywords