온라인 구전정보특성과 정보신뢰성이 지각된 정보유용성과 정보수용성에 미치는 영향 = The Effects of e-WOM’s Information Characteristics and Reliability of e-WOM’s Information on e-WOM’s Perceived Usefulness and Acceptance

다국어 초록 (Multilingual Abstract)

Today, the development of internet brings many changes in formation exploration and acceptance. Not only the customers can come into contact much information about the firm and its product by quick and easy search, but also they produce information by themselves or can spread the information via the internet. Nowadays, customers are progressive information explorer and producer on online. In this sense, this study examined the effects of e-word-of-mouth information characteristics on the consumer’s perceived usefulness and perceived acceptance of e-word-of-mouth information in the food service industry in order to suggest directions to enhances marketing strategies for marketer. The research model for this study was designed based on the hypothesis that the characteristics of e-word-of-mouth information and credibility of the information influenced both the user’s perceived usefulness and acceptance. Based on total 277 customers obtained from the empirical research, this study reviewed validity, reliability and fitness of research model. The analysis results on these factors are as follow. First, the characteristics of e-word-of-mouth information; vividness, consensus, direction had an influence on the customer’s perceived usefulness. Second, the characteristics of e-word-of-mouth information; vividness, consensus, direction had an influence on the customer’s perceived acceptance. Third, the reliability of information had an influence on the customer’s perceived usefulness and the credibility of e-word- of-mouth information perceived acceptance. Fourth, the customer’s perceived usefulness had an influence on the customer’s perceived acceptance.

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