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http://dx.doi.org/10.9799/ksfan.2011.24.2.217

Impact of Online Restaurant Information WOM Characteristics on the Effect of WOM -Focusing on the Mediating Role of Source-Credibility-  

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)
Publication Information
The Korean Journal of Food And Nutrition / v.24, no.2, 2011 , pp. 217-225 More about this Journal
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
Word-of-Mouth(WOM); re-WOM intention; visit intention; source credibility; online homophily; message vividness;
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