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Effects of Benefit Sought of Food Products on Purchase Intention and WOM Intention on SNS - Focused on SNS WOM Information Characteristics as Mediator -  

Han, Ji-Soo (Dept. of Food Service Management and Culinary, Hyejeon University)
Joung, Yang-Sik (Dept. of Food, Nutrition and Cookery, Keimyung College University)
Lee, Hyoung-Ju (Dept. of Business Administration, Kyonggi University)
Publication Information
Culinary science and hospitality research / v.22, no.4, 2016 , pp. 302-318 More about this Journal
Abstract
The purpose of this study was to verify the effects of benefit sought of food products on SNS-WOM information characteristics, purchase intention, and SNS-WOM with regards to food products. In addition, the mediating role of SNS-WOM information characteristics was also examined. A survey was conducted from March 10th to 30th using an SNS based convenience sampling method. A total of 350 responses were collected, of which 326 were used for analysis, after excluding responses containing missing data. Multiple regression and hierarchical regression analyses were conducted to verify the hypotheses. The results from this study are as follows. First, it was found that diversity and utilitarian benefits of food products had a greater effect on consensus of SNS than the symbolic and experimental benefits. However, symbolic and experimental benefits of food products had a greater effect on neutrality of SNS than the diversity and utilitarian benefits. Second, only consensus of SNS-WOM information characteristics significantly impacted purchase intention of food products. Third, consensus of SNS-WOM information characteristics had a greater effect on SNS-WOM intention of food products than the neutrality of SNS-WOM information characteristics. Fourth, SNS-WOM information characteristics were found to mediate the relationship between benefit sought and purchase intention of food products. Fifth, SNS-WOM information characteristics were found to mediate the relationship between benefit sought and SNS-WOM intention of food products.
Keywords
food product benefit sought(diversity and utilitarian benefits, symbolic and experimental benefits); SNS-WOM information characteristics(consensus, neutrality); SNS purchase intention; SNS-WOM intention;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
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