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Understanding the Eating-out Information Use Experience Using Critical Incident Technique: Focus on Comparison among Media

This study shows that consumers' positive and negative experiences in eating-out information from media sources using the Critical Incident Technique(CIT). In order to assess the consumer experience toward three different media(broadcasting, web and printed media), face-to-face interview was conducted. The samples were consisted of 100 respondents, and the contents of interview scripts were categorized as positive and negative critical incidents. In positive critical incidents, we collected the five major factors in the broadcast media, five major factors in the web media, and three major factors in the printed media. In negative critical incidents, we collected the five major factors in the broadcast media, four major factors in the web media, and four major factors in the printed media. Findings indicated that media should provide eating-out information using different communication strategy according to media types.