거짓된 부정적 온라인 구전이 외식 브랜드 평가 및 구매의도에 미치는 영향

• 영문명: The Influences of Wrongfully Accused Negative Online Word-of-Mouth Communications on Restaurant Brand Evaluations and Purchase Intention
• 발행기관: 한국관광학회
• 저자명: 김현정
• 간행물 정보: 『관광학연구』제37권 제8호, 229~250쪽, 전체 22쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2013.10.31

영문 초록

Although wrongfully accused negative online Word-of-Mouth communications on restaurant brands have been increasingly reported, their effects on consumers' brand evaluation and purchase intention have not received much attention. The purpose of the study was to identify the influences of wrongfully accused negative online Word-of-Mouth communications on consumers' restaurant brand evaluations(i.e., brand trust, brand credibility, and perceived quality) and purchase intention. An experimental design was conducted and 139 college students were separated into the three groups including one control group and two experimental groups. The control group was exposed only to a video advertisement of a specific restaurant brand. The results of ANOVA showed that when respondents were exposed to the negative WOM communications, their positive evaluations on brand trust, credibility, perceived quality and purchase intention were significantly decreased. Interestingly, the evaluations on brand trust, credibility, and perceived quality were significantly improved as the information about the negative WOM communications were false was provided. However, purchase intention was not recovered in spite of the corrected information.

목차

I. 서론

II. 이론적 배경

III. 조사설계

IV. 실증분석

V. 결론

참고문헌

키워드

부정적 온라인 구전 브랜드 신뢰 브랜드 신용도 지각된 품질 구매의도 Negative online Word-of-Mouth communications Brand trust Brand credibility Perceived quality Purchase intention