Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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A Study on Married Women's Accepting Process of SNS WOM and Forming Process of Behavioral Intention for Restaurants: Focusing on Busan

기혼여성의 외식업체에 대한 SNS구전정보 수용과정과 행동의도 형성과정에 관한 연구 - 부산지역을 중심으로 -

  • Lee, Na Kyoum (Dept. of Food Service Industry, Yeungnam-University) ;
  • Kim, Gi-Jin (Dept. of Food Service Industry, Yeungnam-University) ;
  • Byun, Gwang-In (Dept. of Food Service Industry, Yeungnam-University)
  • 이나겸 (영남대학교 외식산업학과) ;
  • 김기진 (영남대학교 외식산업학과) ;
  • 변광인 (영남대학교 외식산업학과)
  • Received : 2014.09.24
  • Accepted : 2014.12.05
  • Published : 2014.12.30
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Abstract

The purpose of this study is to examine the relationships among vividness, consensus, reliability, homogeneity, ties and acceptance of WOM (Word Of Mouth), consumer attitude, SNS WOM transmission, offline WOM transmission, and visit intention perceived by married women consumers who learned SNS WOM regarding restaurants. This study performed a survey targeting married women, focusing on broadcasting stations, department stores, major supermarkets, government offices, and cultural centers in Busan. The surveying period was from March 1, 2014 to March 31, 2014. 304 questionnaires were used for the final analysis. As a result of the analysis, it could be concluded that vivid and reliable SNS words raise the level of acceptance of WOM, reliability makes consumer attitude positive, and homogeneity raises the level of acceptance of WOM, consumer attitude, SNS WOM transmission, and offline WOM transmission intention. In addition, it could be confirmed that acceptance of WOM have significant effects on consumer attitude and offline WOM transmission, and consumer attitude have positive effects on SNS WOM transmission, offline WOM transmission, and visit intention. Lastly, it could be learned that SNS WOM transmission and offline WOM transmission have significant effects on visit intention.

본 연구는 외식업체에 관한 SNS 정보를 접한 기혼여성 소비자가 지각하는 생동감, 동의성, 신뢰성, 동질성, 유대관계와 구전정보수용, 소비자 태도, 구전정보의 SNS 재전달, 구전정보의 오프라인재전달, 방문의도 간의 영향관계를 살펴보고자 하였다. 본 연구는 부산지역의 방송국, 백화점, 대형마트, 관공서 등의 문화센터를 중심으로 기혼여성을 중심으로 설문조사를 실시하였다. 조사는 2014년 3월 1일부터 2014년 3월 31일까지 실시하였다. 최종분석에는 304부가 사용되었다. 분석결과, 생동감과 신뢰성 있는 SNS글이 구전정보수용 수준을 높이고, 신뢰성이 소비자태도를 긍정적으로 만들며, 동질성이 구전정보수용수준과 소비자태도, SNS 재전달과 오프라인 재전달의도를 긍정적으로 높이는 것으로 나타났다. 또한, 구전정보수용은 소비자태도와 오프라인재전달에 유의한 영향을 미치는 것으로 나타났고, 소비자태도는 SNS 재전달과 오프라인재전달 및 방문의도에도 긍정적인 영향을 미치는 것으로 나타났다. 마지막으로 SNS 재전달과 오프라인재전달은 방문의도에 유의한 영향을 미치는 것으로 나타났다.

Keywords

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