외식고객의 구전성향에 따른 온라인 구전 커뮤니케이션 평가 연구

• 영문명: Online WOM Communication for Restaurant Reviews Evaluation on Restaurant Customer's WOM Disposition
• 발행기관: 한국관광학회
• 저자명: 정유경 김희은
• 간행물 정보: 『관광학연구』제33권 제2호, 31~52쪽, 전체 22쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2009.04.30

영문 초록

This paper investigates factors influencing WOM(word of mouth) effects focusing on restaurant reviews on the internet to setup the online marketing strategy for restaurant administrations. Using observed and questionnaire data, authors attempt to find out whether customer's WOM disposition is affecting evaluation of restaurant reviews and which factor of restaurant evaluations is recognized more important as WOM disposition. Based on survey data, WOM disposition was measured with three components. The results identified WOM disposition as a factor to take the effect into the reputation of restaurant reviews on the web and there are differences between components of restaurant evaluation as WOM disposition. Curiously, few have attempted to address this factor despite the rise of online WOM communication studies.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 연구결과

Ⅴ. 결론

참고문헌

키워드

구전성향 온라인 구전 커뮤니케이션 레스토랑 이용 후기 WOM disposition Online WOM communication Restaurant reviews