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http://dx.doi.org/10.7318/KJFC.2008.23.3.388

The Effect of Web Ad Components on Consumer Attitude and Purchase in Food Service Industry  

Kim, Ki-Young (Department of Foodservice Management, kyonggi University)
Kim, Ji-Eung (Department of Foodservice Management, kyonggi University)
Han, Sung-Man (Major of Foodservice Industry Management, kyonggi University The Gradute School of Tourism)
Publication Information
Journal of the Korean Society of Food Culture / v.23, no.3, 2008 , pp. 388-396 More about this Journal
Abstract
This study examined the effects of Web ad components on customer attitude and purchasing decisions in 300 individuals who visited family restaurant Websites. The results are summarized as follows: First, Web ad components such as content, design, and interactivity had effects on the cognitive attitudes of the customers. And design, accessibility, and Web functionality had significant effects on the customers' emotional attitudes. In addition, content, navigation, and Web functionality had significant effects on the customers' behavioral attitudes. Lastly, the cognitive, emotional, and behavioral attitudes of the customers had significant effects on their purchases. From these results, design elements such as content, color, and menus, along with user interactivity for information are considered helpful components of a food service Web ad for customer cognition of the restaurant's information. In addition, aspects of Web functionality such as the food service's Web ad set-up, or the protection of personal information, the color design and menu, as well as accessibility for easy use, are all helpful in terms of gaining a customer attitude that is friendly and preferential towards a restaurant's menu items.
Keywords
Web ads component; Consumer Attitude; cognitive attitude; emotional attitude;
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Times Cited By KSCI : 2  (Citation Analysis)
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