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NTIS 바로가기한국조리학회지 = The Korean journal of culinary research, v.20 no.6, 2014년, pp.159 - 174
이나겸 (영남대학교 외식산업학과) , 김기진 (영남대학교 외식산업학과) , 변광인 (영남대학교 외식산업학과)
The purpose of this study is to examine the relationships among vividness, consensus, reliability, homogeneity, ties and acceptance of WOM (Word Of Mouth), consumer attitude, SNS WOM transmission, offline WOM transmission, and visit intention perceived by married women consumers who learned SNS WOM ...
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핵심어 | 질문 | 논문에서 추출한 답변 |
---|---|---|
구전이란? | 구전(word-of-mouth)은 브랜드와 제품, 회사, 서비스에 대해 이루어지는 발신자와 수신자 사이의 비상업적, 비공식적 대면 의사소통이다(Buttle FA 1998). 구전정보는 비공식적이고 비상업적인 특성을 가지고 있기 때문에 수신자에게 강하게 영향을 미친다(Schiffman LG & Kanuk LL 1997). | |
온라인 구전의 특징은? | 온라인 구전의 경우, 말이 아닌 문자 형태로 전파되기 때문에 메시지에 담긴 증거와 정확성, 생동감, 신뢰성 등과 같은 메시지 자체의 품질이 특히 중요하게 인식된다(김현주 2005; Elliott KM 2002). | |
맞벌이 부부의 증가가 외식의 의존도를 높이는 이유는? | 오늘날은 사회․경제적 변화에 의해 식생활이 변화하였는데, 특히 맞벌이 부부가 증가함에 따라 외식에 대한 의존도가 증가하게 되었다(Choi MK 2011; 김영신 외 2009). 직업을 가진 여성은 가정주부에 비해 시간의 기회비용이 크므로 서비스를 구매할 때 더욱 더 편리함과 효율성을 찾을 수밖에 없기 때문이다(김영신 외 2009). 21세기는 여성의 시대라고할 만큼 여성의 영향력은 크며, 기업의 성쇠를 좌우하기도 한다(머니투데이 2007). |
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