연구논문(硏究論文): 인터넷 구전 커뮤니케이션과 약선음식의 가치, 신뢰 및 이용의도와의 영향관계연구

• 영문명: A Study of the Relationship between Internet Word-of-mouth Communication and Yaksun Food's Value, Trust and Use Intention
• 발행기관: 한국외식경영학회
• 저자명: 장순옥(Jang Soon Ok) 김민(Kim Min Lee) 이연정(Yeon Jung)
• 간행물 정보: 『외식경영연구』14권 4호, 359~382쪽, 전체 24쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2011.10.30

영문 초록

This study has analyzed the influence relation between Yaksun foodㆍs value, trust and use intention for eating-out customers who have used Internet word-of-mouth communication. First, concerning the effect of Internet word-of mouth communication on Yaksun food, sub-factors of Internet word-of mouth communication such as accuracy and vividness have an effect on the value of Yaksun food. Second, as a result of research about the effect of Internet word-of mouth communication value on the trust in Yaksun food, sub-factors of Internet word-of mouth communication such as accuracy, timeliness and vividness affect the trust in Yaksun food. Third, regarding the effect of Yaksun Food value on its trust, its value has influence on its trust. Fourth, with regard to the influence of Yaksun food value on use intention, the value affects the use intention. Fifth, as a result of research about the effect of Yaksun food trust on the use intention, the trust has an impact on the use intention. To sum up the research above, when the accuracy of Internet word-of-mouth communication is emphasized, it has a huge effect on customersㆍ value and trust in Yaksun food. Thus, public relation men are expected to readily use this research results on public relations of Yaksun food.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 방법

Ⅳ. 연구 분석 및 결과

Ⅴ. 결론

참고문헌

키워드

Yaksun food Internet word-of-mouth communication Value Trust Use intention