스마트폰 외식정보서비스의 구전정보 특성에 따른 신뢰형성이 행동의도에 미치는 영향에 관한 연구 = Application 외식정보서비스 사용자들을 대상으로

다국어 초록 (Multilingual Abstract)

Interpersonal influence and word-of-mouth (WOM) are ranked the most important information source when a consumer is making a purchase decision. The purpose of this study was to investigate the effect of trust building in electronic word-of-mouth (e-WOM) communication on consumer behavior in the context of smartphone application of food service information. A survey was conducted from March 1 to April 1, 2013. A total of 293 questionnaires were collected. Excluding missing questionnaires, 247 usable questionnaires were analyzed. The results of the study were as follows. First, the characteristics of e-WOM were divided into five factors including vividness, consensus, recentness, interactivity, and usefulness. And trust of e-WOM and consumers ``behavior intention were composed of single dimension. Second, e-WOM characteristics excepting recentness, vividness had the most significant impact on usefulness followed by consensus and activity. Third, e-WOM characteristics excepting recentness, usefulness had the most significant impact on trust of e-WOM followed by consensus, vividness, and interactivity. Finally, trust of e-WOM had a direct effect on consumers ``behavior intention in a positive way, while usefulness didn`t affect behavior intention. The result of this study suggests that trust of e-WOM is the most important factor that enhances behavior intention by improving vividness, consensus, interactivity and usefulness.