외식업체에 대한 SNS구전정보특성이 구전정보 수용과 소비자태도에 미치는 영향에 관한 연구- 부산지역 기혼여성을 중심으로 -
- 외식업체에 대한 SNS구전정보특성이 구전정보 수용과 소비자태도에 미치는 영향에 관한 연구- 부산지역 기혼여성을 중심으로 -
- Other Titles
- A Study on the Effect of Characteristics of SNS WOM Information for Restaurant Businesses on the Acceptance of WOM Information and Consumer Attitude- Focusing on Married Women in Busan Area -
- 이나겸; 변광인; 김기진
- SNS WOM Information; Restaurant Businesses; Acceptance of WOM Information; Consumer Attitude; SNS
- Issue Date
- 한국외식산업학회지, v.10, no.3, pp.165 - 177
- This study aims to explore the effect on characteristics of SNS WOM information on acceptance of WOM information and consumer attitude of married women as the rate of women's social participation rises and women has become possessed of consumption capability with the change of environment. The characteristics of SNS WOM information were classified into characteristics of message (vitality, consentability, reliability) and characteristics of SNS (homogeneity, bonding relationship). For this research, questionnaire survey was conducted on married women users of SNS in Busan area from March 1, 2014 to March 31, 2014 and 320 questionnaires were collected among a total of 350 questionnaires distributed (collection rate: 91.4%). Among 320 collected questionnaires, 304 questionnaires were finally analyzed. As the result of analysis, significant effect was exerted on the acceptance of WOM information by the order of vitality, reliability and consentability while significant effect was exerted on consumer attitude by the order of vitality, consentability and reliability. In addition, acceptance of WOM information has significant effect on consumer behavior.
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