호텔 레스토랑의 온라인 구전정보 특성과 행동의도 간에 영향관계에서 신뢰전이 효과

Abstract

This study intended to verify an influencing relationship between Characteristics of Online Word-of-Mouth information and trust variables(reliability of word of mouth information, credibility of seller, reliability of web site), to determine if credibility is spread between trust variables, and to investigate if trust variables make effect on behavior intention. To this end, this study conducted an actual analysis by selecting customers who have searched online word of mouth information of 10 five-star hotel restaurants located in Seoul and purchased their online products as the subject of this study. According to the research result, all 10 hypotheses were adopted and implies that there has to be many agreeable comments or reviews to improve credibility through characteristics of online word-of-mouth information, lively picture or video needs to be easy to upload, and efforts to provide information from objective and neutral position would be necessary. Trust transference effect appeared between trust variables, and ongoing management for trust variables is required in hotel restaurant because trust variables improve purchasing intention, recommendation, and repurchase intention.