외식업체의 정보제공수단이 구전의도에 미치는 영향

The effect of information provisions on word of mouth intention in food service industry: Focusing on the mediating effect of acceptance attitude

The effect of the information provision means of the food service company on the word-of-mouth intention was investigated through the parameter acceptance attitude. First, Hypothesis 1 on the effect of food service provider on acceptance attitude had a significant effect on reception attitude. Second, to understand the effect of information provision means on word-of-mouth intention, regression analysis was conducted by analyzing each item of information provision means. As a result, human cues, functional cues, and spatial cues according to the factors of information provision had a significant effect, but it did not have a significant effect on digital cues.Third, as a result of Hypothesis 3, simple regression analysis was conducted to find out the effect of acceptance attitude on word-of-mouth intention. Fourth, as a result of analyzing the mediating effect of acceptance attitude between information provision means and word-of-mouth intention, human cues, functional cues, and spatial cues of information provision means played a partial mediating role, and digital cues played a role of fully mediating acceptance attitude among information provision means.