외식소비자의 온라인 구전정보 수용 및 지속적 이용의도에 관한 연구

Abstract

The purpose of this study was to 1) examine the effects of perceived consequence (external motivator), emotional factor (internal motivator), and social factor on word-of-mouth acceptance, 2) investigate the effects of facilitating condition, and habit on continuance intention to use, and 3) examine the relationships between word-of-mouth acceptance and continuance intention to use by modified Triandis model. A total of 559 samples obtained via an online survey service were used to examine the validity, reliability and adequacy of the research model and verify 6 hypotheses on this basis. Among the components of the Triandis model, emotion, perceived consequence, and social factor were found to have significant positive(+) impacts on word-of-mouth acceptance, also habit and word-of-mouth acceptance had significant positive(+) impacts on the Continuance intention to use. On the other hand, facilitating condition did not have significant positive(+) impacts on the Continuance intention to use. This study will be utilized as basic data on the food service industry to understand the information search behaviors of food service consumers via social media, and eventually, to maintain great ties between media/information and these consumers.