레스토랑 리뷰 속성의 소셜미디어 신뢰도 및 행동의도에 대한 효과

The Effects of Restaurant Review Attributes on Social Media Credibility and Behavioral Intention

발행

2018

소속·발행

유원(U1)대학교

출처

국내 KCI

원문등록

2018-06-08

원문

원문 보기 ↗

키워드

소셜미디어 신뢰도, 레스토랑 리뷰 속성, 소셜미디어 속성, 정보원 신뢰도, 메시지 신뢰도, 행동의도, 방문의도, 온라인 구전의도, 맛집관여도

초록

This study aims to comprehend the influence of social media attributes on social media credibility and behavioral intentions and the role of customers’ gourmet restaurant involvement. The survey was performed the social media users for search gourmet restaurant and only 416 positive samples of 440 were used.
 The social media attributes classified into famous, truthfulness, attractiveness and professionalism. The results of a structural equation model analysis confirmed all of these attributes have a significant effects into the source credibility and message credibility except famous and also have an effect into the behavioral intentions. As a result of multi-group analysis, the effects of attractiveness on the credibilities, and the famous on message credibility were found to be dependent on involvement. Also the result confirmed that the source credibility on visit intention and the message credibility on eWOM intention were also different among the group. Based on these findings, planning and marketing implications for wine festival were also discussed.