근거이론 접근방법에 의한 외식정보 구전 커뮤니케이션 패러다임 모형 개발

• 영문명: Developing Restaurant Information Word-of-Mouth Communication Paradigm Model Using Grounded Theory Approach
• 발행기관: 한국관광학회
• 저자명: 차성미 신서영 양일선
• 간행물 정보: 『관광학연구』제31권 제4호, 115~134쪽, 전체 20쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2007.08.31

영문 초록

The purposes of this study were to : (a) explore the variables in Word-of-Mouth (WOM) communication of restaurant information, (b) develop the WOM communication paradigm model by the grounded theory approach. Within the basic framework of the Grounded Theory methodology, methodological triangulation, data triangulation, and investigator triangulation were considered to improve the validity of the study. For the content analysis of the secondary data, 50 customers’ restaurant reviews in on-line communities were selected, and 15 customers’ narrative data were collected through in-depth interview. The questionnaires were distributed to 380 customers and a total of 348 questionnaires were used for analysis. Grounded from qualitative and quantitative data, a WOM communication paradigm model was developed. ‘The receiver’, ‘The sender’, and ‘the WOM message’ are emerged as core categories of the main context. As core categories of causal conditions, ‘the situation of WOM communication’, ‘expectation’ and ‘the motives toward WOM’ were represented.

목차

I. 서론

II. 이론적 배경

III. 연구 방법

IV. 연구 결과

V. 결론

키워드

구전커뮤니케이션 근거이론 외식 외식 정보 Word-of-Mouth Communication Grounded Theory Restaurant Restaurant Information