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NTIS 바로가기Culinary science & hospitality research = 한국조리학회지, v.22 no.4 = no.79, 2016년, pp.302 - 318
한지수 (혜전대학교 호텔조리외식계열) , 정양식 (계명문화대학교 식품영양조리학부) , 이형주 (경기대학교 경영학부)
The purpose of this study was to verify the effects of benefit sought of food products on SNS-WOM information characteristics, purchase intention, and SNS-WOM with regards to food products. In addition, the mediating role of SNS-WOM information characteristics was also examined. A survey was conduct...
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핵심어 | 질문 | 논문에서 추출한 답변 |
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소비자들은 구매의사 결정과정에서 신뢰하게 된 것은? | 특히, 인터넷이나 SNS(Social Network Service) 등과 같은 다양한 매체를 통해 공급되는 과잉정보들 속에서 믿을 수 있는 진짜 정보를 가려내기가 더욱 어려워졌으며, 소비자 자신들이 스스로 생산해 낸 순수하고 솔직한 정보를 통해서 구매의사를 결정하게 되었다(Park TW 2014). 따라서 소비자들은 구매의사 결정과정에서 소비자 간의 추천이나 사용 후기와 같은 온라인 구전(eOM)을 더욱 신뢰하게 되었다(Chaterjee 2001; Bickart & Schindler 2001). | |
소비자의 권한과 능력이 증대됨에 따라 소비자는 어떻게 변화했는가? | 소비자들은 단순히 상품을 구매하는데 머무르는 것이 아니라, 인터넷을 통해 기업이나 제품, 서비스에 관한 정보를 더욱 쉽게 탐색할 수 있을 뿐만 아니라, 직접 정보를 생산하고 공유함으로써 강력한 마케팅 주체인 구매영향력자로 급부상하게 되었다. 이렇게 소비자의 권한과 능력이 증대됨에 따라 소비자들은 더 이상 기업과 브랜드가 주도하는 정보에 의존하지 않으며, 광고와 같은 일방적인 메시지를 신뢰하지 않게 되었다(Park TW 2014). 특히, 인터넷이나 SNS(Social Network Service) 등과 같은 다양한 매체를 통해 공급되는 과잉정보들 속에서 믿을 수 있는 진짜 정보를 가려내기가 더욱 어려워졌으며, 소비자 자신들이 스스로 생산해 낸 순수하고 솔직한 정보를 통해서 구매의사를 결정하게 되었다(Park TW 2014). | |
외식상품 추구편익이 SNS 구전정보특성, 구매의도와 구전의도 간의 영향 관계를 살펴보고, SNS 구전 정보 특성이 외식상품 추구 편익과 구매 의도 및 구전 의도 간에 매개 역할을 하는지에 대해 조사한 본 연구의 분석 결과는? | 설문지는 350부를 배포하였으며, 이 중 불성실하게 응답했거나 연구목적에 부합하지 않는 설문지를 제외한 유효한 자료 326부를 분석에 사용하였다. 분석결과, 첫째, 외식상품 추구편익 중 다양성 및 실용성 편익이 상징성 및 체험성 편익보다 동의성에 더욱 큰 영향을 미치는 것으로 나타났다. 반면에, 상징성 및 체험성 편익이 다양성 및 실용성 편익보다 중립성에 더욱 큰 영향을 미치는 것으로 나타났다. 둘째, SNS 구전정보특성 중 동의성만이 외식상품 구매의도에 유의한 영향을 미치는 것으로 나타났다. 셋째, SNS 구전정보특성 중 동의성이 중립성보다 외식상품 구전의도에 더욱 큰 영향을 미치는 것으로 나타났다. 넷째, SNS 구전정보특성(동의성/중립성)은 외식상품 추구편익(다양성 및 실용성 편익/상징성 및 체험성 편익)과 구매의도 간에 매개역할을 하는 것으로 나타났다. 다섯째, SNS 구전정보특성(동의성/중립성)은 외식상품 추구편익(다양성 및 실용성 편익/상징성 및 체험성 편익)과 구전의도 간에 매개역할을 하는 것으로 나타났다. |
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