The Effect of Online WOM of Menu Product Consumers on Product Perception Risk and WOM Effect

• 발행기관: 한국유통과학회
• 저자명: Yeong-Wook HEO
• 간행물 정보: 『유통과학연구(JDS)』제18권 제3호, 77~85쪽, 전체 9쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2020.03.30

영문 초록

Purpose: This study examined marketing value as online word-of-mouth media in the foodservice industry, and it did research on online word-ofmouth (e-WOM) communication marketing schemes using mass communication in the industry. The study is also intended to investigate the impact of electronic word-of-mouth (e-WOM) information and communication on product awareness risks, benefits, and word-of-mouth (WOM) impacts on restaurant consumers. Research design, data, and methodology: The analysis was conducted on a valid questionnaire of 425 menu product consumers. The survey was conducted for two months in March 2019. The collected data was analyzed using SPSS and hierarchical regression analysis was applied. Results: It did empirical research on the reciprocal casual relations to online and the existing word-of-mouth communication that have to be preceded to understand characteristics of online word-of-mouth communication for the purpose of this study. The result is summarized as follows. First, the online word-of-mouth (e-WOM) effect on product recognition risk shows the statistically significant effect of information sender characteristics, information recipient characteristics, and online word-of-mouth (e-WOM) communication on product recognition risk. Second, the influence of online word-of-mouth (e-WOM) on product risk benefits shows that the information sender characteristics, the information receiver characteristics, and online communications have a statistically significant effect on product risk benefits. Third, online word of mouth risk recognition had a statistically significant effect on word of mouth acceptance. Fourth, online risk benefit had a statistically significant positive effect on word of mouth (WOM) effect. Conclusions: The communication between online word of mouth (eWOM) sender and recipient had a positive influence on the product evaluation and attitude change in the foodservice industry, and the word-ofmouth (WOM) effect affected financial an

목차

1. 서론

2. 이론적 배경

3. 연구 설계

4. 연구결과

5. 결론 및 연구의 시사점

References

키워드

Information recipient Menu Product Consumers Spread WOM Acceptance Information sender Product Benefit Product Perception