온․오프라인 구전이 브랜드 에쿼티와 재 방문의도에 미치는 영향에 관한 연구

The Influence of Customers' On/Off-Line Word of Mouth Activities on their Evaluation of Brand Equity and Revisit Intention: A Focus on Family Restaurants

Using the structural equation modeling, this study examined the influence of restaurant customers' on/off line word of mouth activities on their evaluation of brand equity and revisit intention. In this study, the brand equity was conceptualized with respect to the brand awareness, perceived quality and brand image. Data were conveniently collected from 353 people in Seoul on November 2008. Results from this study indicated that the customers' on-line and off line word of mouth activities made statistically significant effects on their evaluation on the brand equity of a restaurant. Results also showed that the customers' evaluation on the three dimensions of brand equity made significant influences on their revisit intention. Findings from this study, proved family restaurant customers' on/off line word of mouth activities as an important influence factor in establishing solid brand equity of a family restaurant