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http://dx.doi.org/10.20878/cshr.2016.22.8.39

Effects of SNS WOM Information Characteristics on Attitude and Purchase Intention in Restaurant Food - Focused on the SNS WOM Receivers Characteristics as Moderator -  

Park, Dea-Seob (Dept. of Foodservice Management & Nutrition, Sangmyung University)
Han, Ji-Soo (Dept. of Food Service Management and Culinary, Hyejeon University)
Publication Information
Culinary science and hospitality research / v.22, no.8, 2016 , pp. 39-52 More about this Journal
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
SNS-WOM characteristics attitude; purchase intention; SNS receivers characteristics;
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Times Cited By KSCI : 3  (Citation Analysis)
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