한국조리학회지 (Culinary science and hospitality research)

  • 제23권3호
  • /
  • Pages.50-62
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  • 2017
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  • 2466-0752(pISSN)
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  • 2466-1023(eISSN)
한국조리학회 (Culinary Society of Korean Academy)
권호 표지
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SNS 구전정보특성이 외식제품의 신뢰와 구매의도 및 구전의도에 미치는 영향: 사회적 자본의 조절효과를 중심으로

Effects of SNS WOM Information Characteristics on Trust, Purchase Intention and WOM Intention: Focusing on the Moderating Effects of Social Capital

  • 정양식 (계명문화대학교 식품영양조리학부)
  • Joung, Yang-Sik (Dept. of Food, Nutrition and Cookery, Keimyung College University)
  • 투고 : 2017.02.24
  • 심사 : 2017.03.28
  • 발행 : 2017.04.30
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초록

The purpose of this study was to verify the effects of SNS WOM information characteristics on trust, purchase intention and WOM intention with regards to food products. In addition, the moderating role of social capital was also examined between SNS WOM information characteristics and trust of food products. This survey was conducted on those who used SNS from 13th to 27th on October, 2016 in Seoul and Kyonggi area, using convenience sampling method. A total of 380 responses were collected, of which 365 were used for analysis after excluding responses containing missing data. The results from this study are as follows. First, it was found that neutrality than consensus of SNS WOM information characteristics had a greater effect on the trust of food products. Second, only bonding capital was found to moderate the relationships between consensus of SNS WOM information characteristics and trust of food products. Third, trust of food products significantly impacted purchase intention and WOM intention of food products. These findings intend to propose the effective marketing strategy on the SNS to executives or marketers of food companies.

키워드

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피인용 문헌

  1. Impacts of Fashion SNS Users’ Consumption Values on Fashion Brand Loyalty and SNS Word of Mouth Intentions: Exploring Moderating Effects of Social Capital and Fashion SNS Involvements vol.20, pp.1, 2020, https://doi.org/10.7233/ijcf.2020.20.1.058