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http://dx.doi.org/10.7318/KJFC.2006.21.5.536

A Correlation Analysis between Word-of Mouth Message Sender Credibility and WOM Effect  

Cha, Sung-Mi (Research Institute of Food & Nutritional Science, Yonsei University)
Shin, Seo-Young (Hotel, Restaurant & Institutional Management, Graduate School of Human Environmental Sciences, Yonsei University)
Publication Information
Journal of the Korean Society of Food Culture / v.21, no.5, 2006 , pp. 536-540 More about this Journal
Abstract
The purposes of this study were 1) to analyze the correlation between Word-of-Mouth(WOM) message sender credibility and WOM effect and 2) to analyze the differences of WOM message sender creadibility and WOM effect in off-line and on-line WOM communication. The messages were created as a form of scenario for this study. Respondents were asked to evaluate the message sender credibility and predict WOM behaviors after reading given scenario. The questionnaires were distributed to 200 customers and a total of 175 questionnaires were used for analysis(87.5%). The statistical analysis was conducted using SPSS Win(12.0) for descriptive analysis, paired t-test, factor analysis, correlation analysis. The positive off-line WOM message sender was considered as more credible(p<.001) than on-line WOM message sender. 'Message sender credibility' is correlated with 'attitude formation' in both channels, but 'reliable' factor of 'credibility' variable is not significantly correlated with 'attitude change'.
Keywords
Word-of-Mouth Communication; Sender Credibility; WOM effect; WOM channel; Restaurant;
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