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KMID : 0665220110240020217
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Korean Journal of Food and Nutrition
2011 Volume.24 No. 2 p.217 ~ p.225
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Impact of Online Restaurant Information WOM Characteristics on the Effect of WOM -Focusing on the Mediating Role of Source-Credibility-
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Shin Seo-Young
Lee BumJun
Cha Sung-Mi
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Abstract
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The current research identified the impacts of WOM(Word-of-Mouth) regarding dining experience and the factors which were likely to influence them. Specifically, this study is examined from the perspective of WOM recipient’s in on-line settings. For the purpose of this research, online survey was used and a total 203 online questionnaires of respondents who had experienced restaurant reviews and recommendations via internet last 6 month were analyzed. Overall, the results indicated that in aspects of WOM recipients, the impacts of WOM were ’visit intention’, ’re-WOM intention’ and ’source credibility’ affected ’WOM acceptance’ in this process. Additionally, ’online homophily’ and ’message vividness’ had a positive effects(p<0.001) on builiding source credibility. By clarifying the process between on-line WOM of restaurant consumers and their actual visit, this study intend to provide basis which can be used for restaurant industry’s effective marketing activity.
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KEYWORD
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Word-of-Mouth(WOM), re-WOM intention, visit intention, source credibility, online homophily, message vividness
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