레스토랑 이용에 대한 온라인 구전 커뮤니케이션 평가에 관한 연구
자료요약
Restaurant online user reviews have been observed on many websites, blogs newsgroups, and so on. These restaurant reviews influence as one of forms of word-of-mouth communication to consumers who are searching information for dining-out. Online WOM has been suggested that the interactive nature of the Internet will improve market productivity by creating a new channel of communication. Consumer risk perception would occur in searching more information for dining experience` cause restaurant`s service is experience-oriented products. However, consumer`s decision-making procedure through the internet text becomes complicated because various positive and negative replies are existed underneath reviews. Furthermore, customer opinion in the Internet affects to the others functioning as a online WOM information.
구전 커뮤니케이션
마케팅
온라인 컨텐츠
온라인 정보 특성
구전 수용 요인 분석