외식업체의 비대면서비스 소비경험이 e-WoM과 재구매 의도, 브랜드 몰입에 미치는 영향

Abstract

This study identified e-WoM and repurchase intentions through variables of diversity, sociality, and playfulness, which are constituent concepts of consumption experience of untact service, and verified the causal relationship with brand commitment to verify the consumer experience in food-service business. For the study, survey was conducted on university students living in the metropolitan area and who have experienced un-tact service in food-service business. By using SPSS 23.0, cronbach’s α value was calculated. Frequency analysis, technical analysis, and multiple regression analysis were conducted. The results of analysis for hypothesis verification are as follows. First, diversity, sociality, and playfulness were found to have a significant effect on e-WoM, an online word of mouth effect. Second, the diversity and playfulness have a significant effect on repurchase intention, but sociality did not have a significant effect on repurchase intention. Third, the e-WoM and repurchase intention had a significant effect on brand commitment.