외식소비자 구전정보의 송수신 커뮤니케이션 상호작용이 수용성과 구전효과에 미치는 영향에 관한 연구 = The Effect of Transmit-Receive Communication Interaction of Food Service Consumer's Word-of-Mouth Information on Acceptability and Word-of-Mouth Effects

국문 초록 (Abstract)

본 연구는 온라인 구전 커뮤니케이션의 특징을 이해하기 위해 선행되어져야 하는 온라인과 기존의 구전커뮤니케이션에 대한 상호인과 관계를 실증하는데 목적을 갖고 연구하였는데 그 결과를 요약하면 다음과 같다.
첫째, 온라인 구전 커뮤니케이션 특성이 신뢰성에 미치는 영향을 분석한 결과 구전정보 전달자 특성, 수신자 특성, 커뮤니티 상호작용이 신뢰성에 통계적으로 유의적인 정(+)의 영향을 미치는 것으로 나타났다(p<.01).
둘째, 온라인 구전 커뮤니케이션 특성이 전달성에 미치는 영향을 분석한 결과 구전정보 전달자 특성, 수신자 특성, 커뮤니티 상호작용이 전달성에 통계적으로 유의적인 정(+)의 영향을 미치는 것으로 나타났다(p<.05).
셋째, 온라인 구전 커뮤니케이션 수용 특성이 구전효과에 미치는 영향을 분석한 결과 신뢰성, 전달성이 구전효과에 통계적으로 유의적인 정(+)의 영향을 미치는 것으로 나타났다(p<.05). 즉, 전달성이 높아지면 구전효과는 0.530의 상승이 있는 것으로 나타났고, 신뢰성이 높아지면 구전효과는 0.102의 상승이 있는 것으로 나타났다.
넷째, 온라인 구전 커뮤니케이션 특성이 구전효과에 미치는 영향에 있어 온라인 구전 커뮤니케이션 수용 특성의 매개효과를 분석한 결과 구전정보 전달자 특성의 간접효과가 0.266으로 나타나 온라인 구전 커뮤니케이션 수용의 매개효과를 확인하였으며, 구전정보 수신자 특성의 경우도 간접효과가 0.135로 나타나 온라인 구전 커뮤니케이션 수용의 매개효과를 확인하였다.
이상의 결과를 볼 때, 외식산업에서의 온라인 구전커뮤니케이션의 전달자와 수신자와 이들 상호작용이 커뮤니케이션의 신뢰성, 전달성에 긍정적인 영향을 미치고 이 신뢰성과 전달성이 높으면 커뮤니케이션 성과로서의 구전효과를 높여주는 기제임을 시사해 주었다. 이들 요인의 각 경로 별 송수신자간 이중경로모델 또한 긍정적인 기제로서 동시다발 적으로 커뮤니케이션이 이루어질 때, 상호 상승작용에 따른 동반 상호 작용을 촉진시켜 줌을 입증시켜 주었다.

다국어 초록 (Multilingual Abstract)

This study was carried out to demonstrate the mutual causal relationship between online and the existing word-of-mouth communication that must take precedence in order to understand characteristics of online word-of-mouth communication. The result was summarized as follows.
First, the effect of characteristics of online word-of-mouth communication on reliability showed that word-of-mouth information transmitter's and receiver's characteristics and the community interaction have a statistically significant positive effect on the reliability (p<.01).
Second, the effect of characteristics of online word-of-mouth communication on communicability showed that word-of-mouth information transmitter's and receiver's characteristics and the community interaction have a statistically significant positive effect on the communicability (p<.05).
Third, the effect of acceptance characteristics of online word-of-mouth communication on word-of-mouth effects showed that the reliability and communicability have a statistically significant positive effect on the word-of-mouth effects (p<.05). In other words, the high communicability has increased the word-of-mouth effects by 0.530, and the high reliability has increased the word-of-mouth effects by 0.102.
Forth, the mediating effect of online word-of-mouse communication acceptance characteristics in the effect of online word-of-mouse communication characteristics on word-of-mouse effects showed that the indirect effect of word-of-mouth information transmitter's characteristics is 0.266, confirming the mediating effect of online word-of-mouse communication acceptance, and even the indirect effect of word-of-mouth information receiver's characteristics is 0.135, confirming the mediating effect of online word-of-mouse communication acceptance.
As for findings stated above, the interaction between transmitter and receiver of online word-of-mouth communication in the food service industry had a positive impact on the reliability and communicability of communication, and these reliability and communicability were mechanisms that improve the word-of-mouth effects and commitment performance as the high reliability and communicability is the communication performance. Besides, it was proven that the double path model between transmitter and receiver by each path of these factors boosts the interaction with the mutual synergy when a communication occurs simultaneously as a positive mechanism.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ. 연구설계
• Ⅳ. 연구결과
• Ⅴ. 결론
• 참고문헌
• Abstract

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