외식고객의 구전성향에 따른 온라인 구전 커뮤니케이션 평가 연구

Online WOM Communication for Restaurant Reviews Evaluation on Restaurant Customer's WOM Disposition

This paper investigates factors influencing WOM(word of mouth) effects focusing on restaurant reviews on the internet to setup the online marketing strategy for restaurant administrations. Using observed and questionnaire data, authors attempt to find out whether customer's WOM disposition is affecting evaluation of restaurant reviews and which factor of restaurant evaluations is recognized more important as WOM disposition. Based on survey data, WOM disposition was measured with three components. The results identified WOM disposition as a factor to take the effect into the reputation of restaurant reviews on the web and there are differences between components of restaurant evaluation as WOM disposition. Curiously, few have attempted to address this factor despite the rise of online WOM communication studies.