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NTIS 바로가기Culinary science & hospitality research = 한국조리학회지, v.22 no.8 = no.83, 2016년, pp.39 - 52
박대섭 (상명대학교 외식영양학과) , 한지수 (혜전대학교 호텔조리외식계열)
Present study was performed to identify the effects of SNS WOM characteristics on attitude and purchase intention as perceived in restaurant participants and to confirm the moderating effect according to SNS receivers' characteristics on formulated model. Survey method was employed to consumers who ...
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핵심어 | 질문 | 논문에서 추출한 답변 |
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온라인 구전이 의미하는 것은 무엇인가요? | 소비자들은 구매의사 결정과정에서 고객이 소개한 다양한 추천이나 후기를 신뢰하게 되었으며 잘 활용하면 기대 이상의 온라인 구전(e-WOM)으로 좋은 효과를 거둘 수 있다. 온라인 구전은 인터넷을 통한 정보제공과 간단한 소통으로 정보교환을 의미한다 (Bickart & Schindler, 2001; Chatterjee, 2001). 온라인상에서의 의사소통이 SNS를 통해 실제로 상당히 많은 거래와 홍보가 블로그나 온라인커뮤니티를 통해 다양하게 이동하고 있는 추세이며, SNS에 의해 온라인 구전 활동으로 높은 신뢰를 받고 있다고 볼 수 있다(Park, 2014). | |
중립적 양면구전의 장점은 무엇인가? | 또한 생생함을 증가시키기 위해 동영상이나 오디오, 애니메이션 등 풍부한 매체 도구를 이용한 경우에 정보 사용자에게 경험의 강화를 가져오며, 이러한 생생한 정보가 감정적으로나 심미적으로 흥미롭게 지각되기 때문에 원격실재감(telepresence)을 높여주어 소비자의 긍정적인 태도를 이끌어낸다(Coyle & Thorson, 2001). 한편, 긍정적 정보와 부정적 정보를 함께 제시하는 중립적 양면구전은 긍정적인 정보만 포함된 일면구전보다 소비자들에게 더욱 진정성 있는 정보로 지각될 확률이 높다(Park & Lee, 2014). 구전정보의 시간에 대한 효용성이 확보되어야 하는 적시성 또한 정보가 시기적절하게 제공되지 못한다면 소비자에게 아무런 가치를 제공하지 못하게 된다(Madu & Madu, 2002). | |
최근 외식업계에서 SNS를 활용한 마케팅을 많이 사용하는 이유는 무엇인가? | 최근 외식업계에서도 고객과의 직접적인 소통을 위해 트위터, 페이스북, 인스타그램 등을 이용하여 친밀한 관계형성과 만족도를 높이고자 SNS를 활용한 마케팅을 많이 사용하고 있으며, 모바일 마케팅 도구는 의사결정 과정에서 많은 영향을 준다(Mangold & Faulds, 2009). 이는 최근 스마트폰을 통해 빠르고 간편하게 고객 맞춤형 소통을 할 수 있기 때문이다. 이렇게 소셜미디어 환경에 대한 의존성이 높은 현대 소비자들은 외식 점포나 메뉴에 관한 정보 탐색에서부터 평가까지의 모든 구매의사결정 과정에 SNS를 활용하며, 단지, SNS가 외식기업과 소비자 간의 커뮤니케이션 수단일 뿐만 아니라, 소비자와 소비자 간의 외식경험 공유와 확대의 통로로 사용되고 있다는 경험적 증거가 많아지고 있는 것이다(Kim & Jung, 2014). |
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