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The Effect of Online WOM of Menu Product Consumers on Product Perception Risk and WOM Effect
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논문 기본 정보

Type
Academic journal
Author
Journal
한국유통과학회 유통과학연구 유통과학연구 제18권 제3호 KCI Accredited Journals
Published
2020.1
Pages
77 - 85 (9page)

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The Effect of Online WOM of Menu Product Consumers on Product Perception Risk and WOM Effect
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Abstract· Keywords

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Purpose: This study examined marketing value as online word-of-mouth media in the foodservice industry, and it did research on online word-ofmouth (e-WOM) communication marketing schemes using mass communication in the industry. The study is also intended to investigate the impact of electronic word-of-mouth (e-WOM) information and communication on product awareness risks, benefits, and word-of-mouth (WOM) impacts on restaurant consumers. Research design, data, and methodology: The analysis was conducted on a valid questionnaire of 425 menu product consumers. The survey was conducted for two months in March 2019. The collected data was analyzed using SPSS and hierarchical regression analysis was applied. Results: It did empirical research on the reciprocal casual relations to online and the existing word-of-mouth communication that have to be preceded to understand characteristics of online word-of-mouth communication for the purpose of this study. The result is summarized as follows. First, the online word-of-mouth (e-WOM) effect on product recognition risk shows the statistically significant effect of information sender characteristics, information recipient characteristics, and online word-of-mouth (e-WOM) communication on product recognition risk. Second, the influence of online word-of-mouth (e-WOM) on product risk benefits shows that the information sender characteristics, the information receiver characteristics, and online communications have a statistically significant effect on product risk benefits. Third, online word of mouth risk recognition had a statistically significant effect on word of mouth acceptance. Fourth, online risk benefit had a statistically significant positive effect on word of mouth (WOM) effect. Conclusions: The communication between online word of mouth (eWOM) sender and recipient had a positive influence on the product evaluation and attitude change in the foodservice industry, and the word-ofmouth (WOM) effect affected financial and non-financial performance. The results mentioned above indicated that the communication between the sender of the information and the receiver of the information had a positive effect on the product evaluation and attitude change of the menu consumer, and the word-of-mouth (WOM) result affected the financial. Therefore, the online word-of-mouth (e-WOM) effect has a positive effect on the word-of-mouth (WOM) effect of menu products when performed simultaneously and positively between the information sender and the information receiver.

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References (26)

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Barbara B. / 2001 / Internet forums as influential sources of consumer information / Journal of Interactive Marketing 15(3):31~40 google schola Bauer, R. A. / 1960 / Dynamic marketing for a changing world / American Marketing Association :389~398 google schola Bickart, B. / 2001 / Internet forums as influential sources of consumer information / Journal of Interact Mark 15(3):31~40 google schola 조영훈 / 2018 / 온라인 여행 구전 커뮤니케이션에서 구전의 발생 과정에 관한 연구 / 관광학연구 42(7):139~160 dbpia Elliott, K. M / 2002 / Understanding Consumer-To-Consumer Influence on the Web google schola

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