연구논문(硏究論文): 레스토랑 블로그의 신뢰도, 지각위험, 지각혜택 및 구매의도와의 관계

• 발행기관: 한국외식경영학회
• 저자명: 제민지( Min Ji Je ) 김영국 ( Young Gook Kim )
• 간행물 정보: 『외식경영연구』14권 3호, 157~174쪽, 전체 18쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2011.06.30

영문 초록

The purpose of this study was to investigate the relationships of bloggers` trust, perceived risk, benefit and intention to purchase in restaurants. Data were collected by a total of 206 college students in the Seoul. We employed a Structural Equation Modelling technique to test the causal model. The results indicate that bloggers` trust negatively influence perceived risks. However, the bloggers` trust was found to correlate positively with perceived benefit. The bloggers` trust postively influence an intention to purchase in restaurants. Implications of the results and limitations of the study were discussed.

목차

I. 서 론

II. 이론적 배경

III. 연구 설계

IV. 실증분석

V. 결론 및 제언

키워드

블로그의 신뢰도 Bloggers` Trust 지각위험 Perceived Risk 지각혜택 Perceived Benefit 구매의도 Intention to Purchase 외식업 Restaurants