Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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Effects of SNS WOM Information Characteristics on Attitude and Purchase Intention in Restaurant Food - Focused on the SNS WOM Receivers Characteristics as Moderator -

SNS 구전정보 특성이 외식상품 태도와 구매의도에 미치는 영향 - SNS 수신자 특성의 조절역할을 중심으로 -

  • Park, Dea-Seob (Dept. of Foodservice Management & Nutrition, Sangmyung University) ;
  • Han, Ji-Soo (Dept. of Food Service Management and Culinary, Hyejeon University)
  • 박대섭 (상명대학교 외식영양학과) ;
  • 한지수 (혜전대학교 호텔조리외식계열)
  • Received : 2016.10.18
  • Accepted : 2016.12.23
  • Published : 2016.12.31
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Abstract

Present study was performed to identify the effects of SNS WOM characteristics on attitude and purchase intention as perceived in restaurant participants and to confirm the moderating effect according to SNS receivers' characteristics on formulated model. Survey method was employed to consumers who are using SNS to find restaurant foods through convenience sampling method in Seoul area. A total of 250 surveys were distributed and 230 were used for analysis, after excluding missing and unusual data. The results from this study are as follows. First, vividness of SNS WOM characteristics had a greater effect on attitude of restaurant food than timeliness, but the consensus and neutrality of SNS WOM characteristics have no significant effect on attitude of restaurant food. Second, SNS receivers characteristics found to moderate the relationships between vividness and timeliness of SNS WOM characteristics and attitude. However, SNS receivers characteristics did not have a moderating role relationships between consensus and neutrality of SNS WOM characteristics and attitude. Third, attitude of restaurant food had a significant effect on purchase intention.

Keywords

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