한국프랜차이즈경영연구 (The Korean Journal of Franchise Management)

  • 제10권1호
  • /
  • Pages.7-17
  • /
  • 2019
  • /
  • 2093-9582(pISSN)
  • /
  • 2508-4593(eISSN)
한국프랜차이즈경영학회 (Korea Society of Franchise Management)
권호 표지
DOI QR코드

DOI QR Code

외식프랜차이즈 기업의 온라인 정보특성이 즐거움, 불안, 방문의도에 미치는 영향

Effects of Online Information Characteristics of Food Service Franchise on Enjoyment, Anxiety, and Visit Intention

  • 투고 : 2019.02.08
  • 심사 : 2019.02.28
  • 발행 : 2019.03.10
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

Purpose - Generally, the consumer's decision-making process for restaurant selection is simple and familiar. However, online information becomes important because the decision-making process of consumers becomes complicated in new restaurants and special situations. Because consumers can search for information online, information retrieval is now possible in selecting new restaurants. In particular, consumers often make decisions based on online information when making restaurant reservations. Research design, data, and methodology - All items were measured based on previous studies. The data were collected from customers who had visited the store by visiting the web page of the food service franchise within the last 3 months for the panel of the online survey institute. The questionnaires were surveyed from July 2 to July 11, 2018 for about 10 days. A mail and a message were sent to 2,000 people, and 310 people were asked to complete the questionnaire. Total of 303 data were used in the questionnaire, excluding 7 insufficient data. Results - The findings of this study are as follows: Consensus, vividness, and neutrality have positive effects on enjoyment. Consensus have positive effect on anxiety, but vividness and neutrality did not have significant effect on anxiety. Also, enjoyment has a positive influence on intention to visit, and anxiety has a negative influence on visit intention. Conclusions - First, franchise companies online advertising in a variety of ways, but they are mixed with other customers' WOM and offered to consumers. In this case, the information provided by the company may be distorted. Therefore, a restaurant franchise company needs to operate an official online channel to provide accurate information to its customers. Second, it is necessary to make contents so that other customers can participate in online channels of food service franchise companies. Third, food service franchise company should produce enough online contents to experience indirectly even if the customer does not visit the store directly. Fourth, food service franchise company needs to prepare a way for many customers to participate in many official contents.

키워드

참고문헌

  1. Ahn, T., Ryu, S., & Han, I. (2007). The impact of Web quality and playfulness on user acceptance of online retailing. Information & Management, 44(3), 263-275. https://doi.org/10.1016/j.im.2006.12.008
  2. Alegre, J., & Cladera, M. (2009). Analysing the effect of satisfaction and previous visits on tourist intentions to return. European Journal of Marketing, 43(5/6), 670-685. https://doi.org/10.1108/03090560910946990
  3. Ba, S., & Pavlou, P. A. (2002). Evidence of the effect of trust building technology in electronic markets: Price premiums and buyer behavior. MIS Quarterly, 26(3), 243-268. https://doi.org/10.2307/4132332
  4. Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656. https://doi.org/10.1086/209376
  5. Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94. https://doi.org/10.1007/BF02723327
  6. Bajari, P., & Hortacsu, A. (2003). The winner's curse, reserve prices, and endogenous entry: Empirical insights from eBay auctions. RAND Journal of Economics, 34(2), 329-355. https://doi.org/10.2307/1593721
  7. Bandura, A. (1989). Human agency in social cognitive theory. American Psychologist, 44(9), 1175-1184. https://doi.org/10.1037/0003-066X.44.9.1175
  8. Bei, L. T., Chen, E. Y., & Widdows, R. (2004). Consumers' online information search behavior and the phenomenon of search vs. experience products. Journal of Family and Economic Issues, 25(4), 449-467.
  9. Benedicktus, R. L. (2011). The effects of 3rd party consensus information on service expectations and online trust. Journal of Business Research, 64(8), 846-853. https://doi.org/10.1016/j.jbusres.2010.09.014
  10. Beuscart, J. S., & Mellet, K. (2013). Competing quality conventions in the French online display advertising market. Journal of Cultural Economy, 6(4), 402-418. https://doi.org/10.1080/17530350.2013.772068
  11. Brosnan, M. J. (1998). The impact of computer anxiety and self‐efficacy upon performance. Journal of Computer Assisted Learning, 14(3), 223-234. https://doi.org/10.1046/j.1365-2729.1998.143059.x
  12. Buttle, F. A. (1998). Word of mouth: Understanding and managing referral marketing. Journal of Strategic Marketing, 6(3), 241-254. https://doi.org/10.1080/096525498346658
  13. Chen, P. Y., Wu, S. Y., & Yoon, J. (2004). The impact of online recommendations and consumer feedback on sales. ICIS 2004 Proceedings, 711-723.
  14. Chen, Y., & Xie, J. (2008). Online consumer review: Word-of-mouth as a new element of marketing communication mix. Management Science, 54(3), 477-491. https://doi.org/10.1287/mnsc.1070.0810
  15. Cheon, D. H., & Lee, H. J. (2012). A Study of effect on trust, acceptance and spread of word-of-mouth and purchase intention by characteristics of electronic word-of-mouth on travel industry. The Academy of Customer Satisfaction Management, 14(1), 83-100.
  16. Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of Marketing Research, 43(3), 345-354. https://doi.org/10.1509/jmkr.43.3.345
  17. Chiou, J. S., & Cheng, C. (2003). Should a company have message boards on its web sites? Journal of Interactive Marketing, 17(3), 50-61. https://doi.org/10.1002/dir.10059
  18. Cui, G., Lui, H. K., & Guo, X. (2012). The effect of online consumer reviews on new product sales. International Journal of Electronic Commerce, 17(1), 39-58. https://doi.org/10.2753/JEC1086-4415170102
  19. Dai, H., Haried, P., & Salam, A. F. (2011). Antecedents of online service quality, commitment and loyalty. Journal of Computer Information Systems, 52(2), 1-11.
  20. Daly, J. A., & Hailey, J. L. (1983). Putting the situation into writing research: Situational parameters of writing apprehension as disposition and state. New directions in composition research. New York, NY: Guilford.
  21. Darke, P. R., Chaiken, S., Bohner, G., Einwiller, S., Erb, H. P., & Hazlewood, J. D. (1998). Accuracy motivation, consensus information, and the law of large numbers: Effects on attitude judgment in the absence of argumentation. Personality and Social Psychology Bulletin, 24(11), 1205-1215. https://doi.org/10.1177/01461672982411007
  22. Dellarocas, C., Zhang, X., & Awad, N. F. (2007). Exploring the value of online product reviews in forecasting sales: The case of motion pictures. Journal of Interactive Marketing, 21(4), 23-45. https://doi.org/10.1002/dir.20087
  23. Doh, S. J., & Hwang, J. S. (2009). How consumers evaluate eWOM (electronic word-of-mouth) messages. Cyber Psychology & Behavior, 12(2), 193-197. https://doi.org/10.1089/cpb.2008.0109
  24. Dowling, G. R., & Staelin, R. (1994). A model of perceived risk and intended risk-handling activity. Journal of Consumer Research, 21(1), 119-134. https://doi.org/10.1086/209386
  25. Duan, W., Gu, B., & Whinston, A. B. (2008). Do online reviews matter?—An empirical investigation of panel data. Decision Support Systems, 45(4), 1007-1016. https://doi.org/10.1016/j.dss.2008.04.001
  26. Eighmey, J., & McCord, L. (1998). Adding value in the information age: Uses and gratifications of sites on the world wide web. Journal of Business Research, 41(3), 187-194. https://doi.org/10.1016/S0148-2963(97)00061-1
  27. Gu, B., Park, J., & Konana, P. (2012). The impact of external word-of-mouth sources on retailer sales of high-involvement products. Inform. Systems Research, 23(1), 182-196.
  28. Hackbarth, G., Grover, V., & Mun, Y. Y. (2003). Computer playfulness and anxiety: Positive and negative mediators of the system experience effect on perceived ease of use. Information & Management, 40(3), 221-232. https://doi.org/10.1016/S0378-7206(02)00006-X
  29. Hanai, T., Oguchi, T., Ando, K., & Yamaguchi, K. (2008). Important attributes of lodgings to gain repeat business: A comparison between individual travels and group travels. International Journal of Hospitality Management, 27(2), 268-275. https://doi.org/10.1016/j.ijhm.2007.08.006
  30. Harries, C., Yaniv, I., & Harvey, N. (2004). Combining advice: The weight of a dissenting opinion in the consensus. Journal of Behavioral Decision Making, 17(5), 333-348. https://doi.org/10.1002/bdm.474
  31. Hershfield, H. E., John, E. M., & Reiff, J. S. (2018). Using vividness interventions to improve financial decision making. Policy Insights from the Behavioral and Brain Sciences, 5(2), 209-215. https://doi.org/10.1177/2372732218787536
  32. Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of Marketing, 60(3), 50-68. https://doi.org/10.1177/002224299606000304
  33. Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140. https://doi.org/10.1086/208906
  34. Hong, S. J., & Tam, K. Y. (2006). Understanding the adoption of multipurpose information appliances: The case of mobile data services. Information Systems Research, 17(2), 162-179. https://doi.org/10.1287/isre.1060.0088
  35. Jeong, E., & Jang, S. S. (2011). Restaurant experiences triggering positive electronic word-of-mouth (eWOM) motivations. International Journal of Hospitality Management, 30(2), 356-366. https://doi.org/10.1016/j.ijhm.2010.08.005
  36. Jiang, Z., & Benbasat, I. (2007). Investigating the influence of the functional mechanisms of online product presentations. Information Systems Research, 18(4), 454-470. https://doi.org/10.1287/isre.1070.0124
  37. Kahneman, D., Krueger, A. B., Schkade, D. A., Schwarz, N., & Stone, A. A. (2004). A survey method for characterizing daily life experience: The day reconstruction method. Science, 306(5702), 1776-1780. https://doi.org/10.1126/science.1103572
  38. Khammash, M., & Griffiths, G. H. (2011). 'Arrivederci CIAO. com, Buongiorno Bing. com'-Electronic word-of-mouth (eWOM), antecedences and consequences. International Journal of Information Management, 31(1), 82-87. https://doi.org/10.1016/j.ijinfomgt.2010.10.005
  39. Khan, I., Dongping, H., & Wahab, A. (2016). Does culture matter in effectiveness of social media marketing strategy? An investigation of brand fan pages. Aslib Journal of Information Management, 68(6), 694-715. https://doi.org/10.1108/AJIM-03-2016-0035
  40. Kim, J., & Forsythe, S. (2008). Adoption of Virtual Try‐ on technology for online apparel shopping. Journal of Interactive Marketing, 22(2), 45-59. https://doi.org/10.1002/dir.20113
  41. Kim, W. G., & Moon, Y. J. (2009). Customers' cognitive, emotional, and actionable response to the servicescape: A test of the moderating effect of the restaurant type. International Journal of Hospitality Management, 28(1), 144-156. https://doi.org/10.1016/j.ijhm.2008.06.010
  42. Kimes, S. E. (2011). The current state of online food ordering in the US restaurant industry. Cornell Hospitality Report, 11(17), 6-18.
  43. Klein, L. R. (1998). Evaluating the potential of interactive media through a new lens: Search versus experience goods. Journal of Business Research, 41(3), 195-203. https://doi.org/10.1016/S0148-2963(97)00062-3
  44. Koufaris, M., (2002). Applying the technology acceptance model and flow theory to online consumer behavior. Information Systems Research, 13(3), 205-223. https://doi.org/10.1287/isre.13.2.205.83
  45. Lacey, S., Bruwer, J., & Li, E. (2009). The role of perceived risk in wine purchase decisions in restaurants. International Journal of Wine Business Research, 21(2), 99-117. https://doi.org/10.1108/17511060910967962
  46. Lee, K. J. (2005). A practical method of predicting client revisit intention in a hospital setting. Health Care Management Review, 30(2), 157-167. https://doi.org/10.1097/00004010-200504000-00009
  47. Lee, K. K. (2017). Impact of the famous restaurant experience quality on enjoyment, anxiety, and customer loyalty. Journal of Foodservice Management Society of Korea, 20(3), 55-78.
  48. Lin, C. S., Wu, S., & Tsai, R. J. (2005). Integrating perceived playfulness into expectation-confirmation model for web portal context. Information & Management, 42(5), 683-693. https://doi.org/10.1016/j.im.2004.04.003
  49. Lu, B., Fan, W., & Zhou, M. (2016). Social presence, trust, and social commerce purchase intention: An empirical research. Computers in Human Behavior, 56, 225-237. https://doi.org/10.1016/j.chb.2015.11.057
  50. Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365. https://doi.org/10.1016/j.bushor.2009.03.002
  51. Mattila, A. S., & Ro, H. (2008). Discrete negative emotions and customer dissatisfaction responses in a casual restaurant setting. Journal of Hospitality & Tourism Research, 32(1), 89-107. https://doi.org/10.1177/1096348007309570
  52. Meyer, C. H. (1981). Social work purpose: Status by choice or coercion? Social Work, 26(1), 69-75. https://doi.org/10.1093/sw/26.6.515
  53. Nelson, P. (1970). Information and consumer behavior. Journal of Political Economy, 78(2), 311-329. https://doi.org/10.1086/259630
  54. Novak, T. P., Hoffman, D. L., & Yung, Y. F. (2000). Measuring the customer experience in online environments: A structural modeling approach. Marketing Science, 19(1), 22-42. https://doi.org/10.1287/mksc.19.1.22.15184
  55. Nysveen, H., Pedersen, P. E., & Thorbjornsen, H. (2005). Explaining intention to use mobile chat services: Moderating effects of gender. Journal of Consumer Marketing, 22(5), 247-256. https://doi.org/10.1108/07363760510611671
  56. Pantelidis, I. S. (2010). Electronic meal experience: A content analysis of online restaurant comments. Cornell Hospitality Quarterly, 51(4), 483-491. https://doi.org/10.1177/1938965510378574
  57. Porter, M. E. (2001). Strategy and the internet. Harvard Business Review.
  58. Reisinger, Y., & Mavondo, F. (2005). Travel anxiety and intentions to travel internationally: Implications of travel risk perception. Journal of Travel Research, 43(3), 212-225. https://doi.org/10.1177/0047287504272017
  59. Reyes, R. M., Thompson, W. C., & Bower, G. H. (1980). Judgmental biases resulting from differing availabilities of arguments. Journal of Personality and Social Psychology, 39(1), 2-12. https://doi.org/10.1037/0022-3514.39.1.2
  60. Senecal, S., & Nantel, J. (2004). The influence of online product recommendations on consumers' online choices. Journal of Retailing, 80(2), 159-169. https://doi.org/10.1016/j.jretai.2004.04.001
  61. Serenko, A., Bontis, N., & Detlor, B. (2007). End-user adoption of animated interface agents in everyday work applications. Behaviour & Information Technology, 26(2), 119-132. https://doi.org/10.1080/01449290500260538
  62. Shin, D. H. (2009). Determinants of customer acceptance of multi-service network: An implication for IP-based technologies. Information & Management, 46(1), 16-22. https://doi.org/10.1016/j.im.2008.05.004
  63. Spielberger, C. D. (1985). Assessment of state and trait anxiety: Conceptual and methodological issues. Southern Psychologist, 2(4), 6-16.
  64. Spielberger, C. D., & Sarason, I. G. (2013). Stress and emotion: Anxiety, anger, & curiosity. Abingdon-onThames, England: Routledge.
  65. Srinivasan, N., & Ratchford, B. T. (1991). An empirical test of a model of external search for automobiles. Journal of Consumer Research, 18(2), 233-242. https://doi.org/10.1086/209255
  66. Sun, Y., Liu, L., Peng, X., Dong, Y., & Barnes, S. J. (2014). Understanding Chinese users' continuance intention toward online social networks: An integrative theoretical model. Electronic Markets, 24(1), 57-66. https://doi.org/10.1007/s12525-013-0131-9
  67. Van der Heijden, H. (2004). User acceptance of hedonic information systems. MIS Quarterly, 28(4), 695-704. https://doi.org/10.2307/25148660
  68. Van Swol, L. M., Savadori, L., & Sniezek, J. A. (2003). Factors that may affect the difficulty of uncovering hidden profiles. Group Processes & Intergroup Relations, 6(3), 285-304. https://doi.org/10.1177/13684302030063005
  69. Wang, Y., Lo, H. P., & Yang, Y. (2004). An integrated framework for service quality, customer value, satisfaction: Evidence from China's telecommunication industry. Information Systems Frontiers, 6(4), 325-340. https://doi.org/10.1023/B:ISFI.0000046375.72726.67
  70. West, P. M., & Broniarczyk, S. M. (1998). Integrating multiple opinions: The role of aspiration level on consumer response to critic consensus. Journal of Consumer Research, 25(1), 38-51. https://doi.org/10.1086/209525
  71. Wu, W. Y., & Li, C. Y. (2007). A contingency approach to incorporate human, emotional and social influence into a TAM for KM programs. Journal of Information Science, 33(3), 275-297. https://doi.org/10.1177/0165551506070730
  72. Yang, J. J., & Choi, S. J. (2017). The influence of campers knowledge on their perceived value, attitude, and revisit intentions. International Journal of Tourism Management and Sciences, 32(2), 123-145. https://doi.org/10.21719/KJTR.32.2.7
  73. Yang, J. J., & Nam, J. H. (2017). The effects of fishing village image on brand sincerity, excitement, and loyalty: Focused on daepo fishing village. Journal of Tourism and Leisure Research, 29(8), 393-413.
  74. Yaniv, I. (2004). Receiving other people's advice: Influence and benefit. Organizational Behavior and Human Decision Processes, 93(1), 1-13. https://doi.org/10.1016/j.obhdp.2003.08.002
  75. Yaniv, I., & Milyavsky, M. (2007). Using advice from multiple sources to revise and improve judgments. Organizational Behavior and Human Decision Processes, 103(1), 104-120. https://doi.org/10.1016/j.obhdp.2006.05.006
  76. Zboja, J. J., & Voorhees, C. M. (2006). The impact of brand trust and satisfaction on retailer repurchase intentions. Journal of Services Marketing, 20(6), 381-390. https://doi.org/10.1108/08876040610691275