The Korean Journal of Food And Nutrition (한국식품영양학회지)

The Korean Society of Food and Nutrition (한국식품영양학회)
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Impact of Online Restaurant Information WOM Characteristics on the Effect of WOM -Focusing on the Mediating Role of Source-Credibility-

외식 정보 온라인 구전 특성이 구전 효과에 미치는 영향 -정보원 신뢰도의 매개 역할을 중심으로-

  • Shin, Seo-Young (Dept. of Food & Nutrition, Seoil University) ;
  • Lee, Bum-Jun (Dept. of Food & Nutrition, Yonsei University) ;
  • Cha, Sung-Mi (Dept. of Food & Foodservice Industry, Hanyang Women's University)
  • Received : 2011.05.03
  • Accepted : 2011.06.20
  • Published : 2011.06.30
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Abstract

The current research identified the impacts of WOM(Word-of-Mouth) regarding dining experience and the factors which were likely to influence them. Specifically, this study is examined from the perspective of WOM recipient's in on-line settings. For the purpose of this research, online survey was used and a total 203 online questionnaires of respondents who had experienced restaurant reviews and recommendations via internet last 6 month were analyzed. Overall, the results indicated that in aspects of WOM recipients, the impacts of WOM were 'visit intention', 're-WOM intention' and 'source credibility' affected 'WOM acceptance' in this process. Additionally, 'online homophily' and 'message vividness' had a positive effects(p<0.001) on builiding source credibility. By clarifying the process between on-line WOM of restaurant consumers and their actual visit, this study intend to provide basis which can be used for restaurant industry's effective marketing activity.

Keywords

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