외식산업분야에서 기업형 블로그의 구전정보특성이 온라인 구전효과에 미치는 영향분석 = 신뢰전이를 중심으로

다국어 초록 (Multilingual Abstract)

The more growth in sales of goods and services online has dramatic, the more electronic word-of-mouth is. Although the importance of electronic word-of-mouth has been increased dramatically, very little research has investigated the factors influencing the electronic word-of-mouth. The Purpose of this study is firstly to examine which business blog information characteristics affects the electronic word-of-mouth, and secondly to examine how trust transfer between information trust and food stores trust affect electronic word of mouth. and lastly to present ways for successful business blog marketing of food service industry. The 230 valid survey data were gathered from the users who have prior experiences in blog. we conduct the analysis to find that all the constituents of business blog information characteristics(consensus, vividness and community interaction) had a positive influence on the electronic word-of-mouth. and have significant impacts on both information trust and food stores trust. In addition, Both information trust and food stores trust have a positive influence on the electronic word-of-mouth.