외식기업의 정보원천이 신뢰, 구전의도, 그리고 온라인 구전의도에 미치는 영향

• 영문명: The Effects of Information Sources on Trust, WOM Intention, and eWOM Intention in the Restaurant Sector
• 발행기관: 한국프랜차이즈경영학회
• 저자명: 조미옥(Meiyu, CHAO) 유연우(YenYoo, YOU) 김은정(Eun-Jung KIM)
• 간행물 정보: 『한국프랜차이즈경영연구』제13권 제3호, 1~15쪽, 전체 15쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2022.09.30

영문 초록

Purpose: In the restaurant sector, it has been known that consumers’ positive perception of brands influences their positive WOM intention, and information sources play an important role in increasing credibility by enhancing consumer awareness and developing differentiated brands. This study examines the effects of information sources (e.g., advertisement, WOM, SNS) on trust (cognitive and affective) and, WOM and eWOM intention in the restaurant context. In the model, cognitive and affective trust play mediating roles in the relationships between information sources (e.g., advertisement, WOM, SNS) WOM and eWOM intention. Research design, data, and methodology: Research models and hypotheses were developed according to the research direction. The survey questionnaire items were developed and used appropriately according to the contents of this paper based on prior studies. All constructs were measured with multiple items developed and validated in prior studies. A total of 502 responses were collected from an online survey. The research model was evaluated using SmartPLS 4.0. Frequency analysis was performed to understand the demographic characteristics of the survey respondents. The reliability, convergent validity, and discriminant validity were assessed using measurement model analysis. The proposed model was verified using the structural equation model. Results: Advertisement, WOM, and SNS information sources all had a positive effect on affective trust, whereas only WOM had a significant effect on cognitive trust. In addition, affective trust had a positive effect on cognitive trust and eWOM intention but did not affect WOM intention. Finally, cognitive trust was found to have a positive effect on both WOM intention and eWOM intention. Conclusions: This study redefines the concept of where restaurant service companies should focus when providing consumers with information about their products and services. As a result, the conceptual framework of positive word of mouth intention to increase new customer visits to the restaurant brand has been expanded. In addition, this study not only presents an information source management strategy for restaurant brands, but also presents practical implications for resource allocation guidelines for customer management in the restaurant sector.

목차

1. 서론

2. 이론적 배경

3. 연구설계

4. 실증분석

5. 결론

References

키워드

정보원천 감정적 신뢰 인지적 신뢰 구전의도 온라인 구전의도 Information sources Affective trust Cognitive trust WOM intention eWOM intention