외식정보의 체험적 특성이 구전수용 및 구전확산에 미치는 영향

A study on effect of acceptance, spread of WOM for attributes of experiential characteristics on online food service information: Focused on the mediating effect of reliability

WOM of 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, in food service consumer acceptance and spread the WOM what are the predisposing factor for the trust of food service information, predisposing factors are leading to the trust through any path was to determine any path, and, trusts are leading to acceptance and spread the word of mouth through any path was to investigate. This follows from the results obtained. Variables in the online food service information are experience characteristics which are vividness, neutrality, and usefulness. These predisposing factors of online food service information show the influence on the relationship among directional, trust, and WOM activities. The practical implications of this study are as follows. First, marketers of food service industry are needed for information management and operation also based on experience and a review focused blogs and bulletin board. Second, online food service informations are positive and negative aspects exist together. So marketers of food service industry need the management and operations of these two aspects. Third, the sources of WOM, expert opinion is an important element of all.