온라인 외식정보의 네트워크적 특성에 대한 구전수용 및 확산

A Study on the Effect of Word of Mouth(WOM) acceptance and diffusion for network characteristics of online information in food service industry

With the development of the Internet, communication of information is moving from offline media to online media. The percentage of using the food information site is increasingly being spread mainly the young people. WOM in food service information on online can be a starting point which consumers change their behavior, therefore in the food industry, down the information handed down by word that consumers make decisions when purchasing products is very important information. In this paper, by introducing the network characteristics in an online environment of food service industry, explain the food service consumer acceptance and diffusion the word of mouth, effectively present the model, and empirically analyzes. In addition, in food service consumer acceptance and diffusion the WOM what are the predisposingfactor for the trust of food service information, predisposingfactors are leading to the trust through any path was to determine any path, and, trusts are leading to acceptance and spread the WOM through any path was to investigate.