외식업 선택속성에 대한 구전방향성이 재구매의도에 미치는 영향 연구 = (The)valence of word-of-mouth communications effects to the intention of repurchasing by restaurant attribute evaluations

다국어 초록 (Multilingual Abstract)

Empirical studies investigating the antecedents of positive word of mouth (WOM) typically focus on the direct effects of consumers’ satisfaction and dissatisfaction with previous purchasing experiences.
Lots of consumers today would like to collect information prior their purchasing behavior and, in fact, they obtain relative information from their friend, relatives or neighbors. Thus, word-of-mouth communications is one of the most important element of sales promotion methods by the markers. Therefore, this research looks into what communications' theme is and its relation to purchase behavior.
The objective of this study are to examine how the factors influence each other by determining th appropriate measurement standard based on the restaurant attribute evaluation, word of mouth and intention of repurchasing.
In order to achieve the objects of this study, questionnaires were developed. The questionnaire conducted for the audience of Seoul and Jeju citizen who had experiences negative/positive word-of-mouth communications regarding choice of food service industry.
The study surveyed 136 subject and processed the result using SPSS for Win. V. 12.0 for statistical analysis, Frequency, Factor Analysis, and Regression were put into operation.
In this study, I review the determinant factors of restaurant attribute evaluations and using 10 items to analysis. 4 factor are abstracted and naming each factor as follows: food value, service attitude, menu, place.
also review the components of information dimensions which are provide by word-of-mouth communications 2 major criteria as follows : negative WOM and positive WOM.
I apply all the above scale to the context of restaurant food repurchasing by WOM. consumers' repurchasing intention is determinated by all 4 determinant factors of restaurant food purchasing.
The previous research was consulted to make up a hypothesis, which were then analyzed empirically with a path analysis method.

The hypotheses were as follows:

Hypothesis 1: The Valence of Word-of-Mouth communications will have a positive(+) impacts on the restaurant attribute evaluation factor.
Hypothesis 2: The Valence of Word-of-Mouth communications will have a positive(+) impacts on the repurchasing intention.
Hypothesis 3: The characteristic of demographics will have a positive(+) impacts on the restaurant attribute evaluation factor.
Hypothesis 4: The characteristic of demographics will have a positive(+) impacts on the repurchasing intention.
Hypothesis 5-1: The positive word-of-mouth communication will have a positive(+) impacts on the repurchasing intention.
Hypothesis 5-2: The negative word-of-mouth communication will have a negative(-) impacts on the repurchasing intention.
Hypothesis 6-1: High product involvement consumers feel that the positive word-of-mouth communication will have a positive(+) impacts on the repurchasing intention.
Hypothesis 6-2: High product involvement consumers feel that the negative word-of-mouth communication will have a negative(-) impacts on the repurchasing intention.
Hypothesis 6-3: Low product involvement consumers feel that the positive word-of-mouth communication will have a positive(+) impacts on the repurchasing intention.
Hypothesis 6-4: Low product involvement consumers feel that the negative word-of-mouth communication will have a negative(-) impacts on the repurchasing intention.
Hypothesis 7-1: High product knowledge consumers feel that the positive word-of-mouth communication will have a positive(+) impacts on the repurchasing intention.
Hypothesis 7-2: High product knowledge consumers feel that the negative word-of-mouth communication will have a negative(-) impacts on the repurchasing intention.
Hypothesis 7-3: Low product knowledge consumers feel that the positive word-of-mouth communication will have a positive(+) impacts on the repurchasing intention.
Hypothesis 7-4: Low product knowledge consumers feel that the negative word-of-mouth communication will have a negative(-) impacts on the repurchasing intention.

The results of this survey, there difference in purchasing behavior depend on the degrees of negative/positive word-of-mouth communications. And there are relation between negative/positive word-of-mouth communication on choice of restaurant and purchasing behavior.

The result of analysis of this study was as follow:

Consumers' who feel more confidential to the WOM information, they are more influenced by negative/positive word-of-mouth communication factor of repurchasing determinants factors.
Consumers feel more safety about using his/her decision through communication, they are more influenced by WOM information factor. Repurchasing intention is significantly influenced by WOM information which is provided by people.
Consumers' who feel more confidential to the WOM information, they are more influenced by restaurant attribute evaluation factor of repurchasing determinants factors.
Consumers' who feel more useful of the WOM information, they are more influenced by age, marriage and sex factors.
Consumers' who feel more confidential to the WOM information, they are more influenced by high involvement factor of repurchasing determinants factors.
high/low product involvement consumers feel that restaurant attribute evaluation factor have more influenced to they do repurchasing determinants factors by only positive word-of-mouth communication.
Consumers' who feel more confidential to the WOM information, they are more influenced by product knowledge level factor of repurchasing determinants factors.
Low product knowledge consumers feel that restaurant attribute evaluation factor have more influenced to they do repurchasing determinants factors by negative/positive word-of-mouth communication.
Furthermore, the restaurant owners or managers will need to understand the existing market and target markets more objectively, and through this market segmentation, formulate a marketing strategy that is appropriate for diverse desires of negative/positive word-of-mouth communication and different characteristics of restaurant attribute evaluation factor.
In addition, marketer investigates whether relationship quality influences relationship consequences such as restaurant attribute evaluation factor, repurchase, and word of mouth.

목차 (Table of Contents)

• Ⅰ. 서 론 1
• 1. 문제의 제기 및 연구 목적 1
• 1) 문제 제기 1
• 2) 연구 목적 2
• 2. 연구의 방법 및 논문의 구성 4
• 1) 연구 방법 4
• 2) 논문 구성 4
• Ⅱ. 이론적 배경 6
• 1. 구전 커뮤니케이션 6
• 1) 구전 커뮤니케이션의 중요성 6
• 2) 구전 커뮤니케이션의 방향성 7
• 3) 구전 커뮤니케이션의 형태 11
• 2. 외식업 선택속성 14
• 1) 선택속성 14
• 2) 외식업 선택속성 17
• 3. 지식수준과 관여도 20
• 1) 지식수준 구성개념 21
• 2) 관여도 영향 24
• 4. 재구매의도 29
• 1) 재구매의도 개념 29
• 2) 재구매의도 선행연구 31
• Ⅲ. 연구 모형과 가설 설정 36
• 1. 연구 모형 설정 36
• 2. 연구 가설의 설정 37
• 1) H1 구전방향성에 의한 선택속성 37
• 2) H2 구전방향성에 의한 재구매의도 37
• 3) H3 인구통계적 선택속성 38
• 4) H4 인구통계적 재구매의도 38
• 5) H5 구전 방향성 39
• 6) H6 관여도의 영향 40
• 7) H7 지식수준의 영향 42
• 3. 변수의 조작적 정의 및 측정 42
• 1) 관여도 42
• 2) 지식수준 42
• 3) 외식업 선택속성 42
• 4) 재구매의도 43
• 5) 구전방향성 43
• 4. 연구방법 43
• 1) 조사개요 43
• 2) 시나리오 46
• 3) 설문의 구성 46
• 4) 자료분석 방법 49
• Ⅳ. 실증 분석 50
• 1. 연구설계 50
• 1) 표본의 특징 50
• 2. 신뢰성, 타당성 분석 50
• 1) 신뢰도 분석 52
• 2) 타당성분석 59
• 3. 가설 검증 62
• 1) 가설 H1 구전방향성에 따른 선택속성 차이분석 64
• 2) 가설 H2 구전방향성에 따른 재구매의도 차이분석 65
• 3) 가설 H3 인구통계적 특성에 따른 선택속성 차이분석 66
• 4) 가설 H4 인구통계적 특성에 따른 재구매의도 차이분석 72
• 5) 가설 H5 구전방향성이 재구매의도에 미치는 영향 검증 75
• 6) 가설 H6 관여도 조절효과 검증 79
• 7) 가설 H7 지식수준 조절효과 검증 85
• 8) 가설 검증요약 89
• Ⅴ. 결 론 90
• 1. 연구결과 요약 90
• 2. 연구의 한계와 향후 연구방향 92
• 참 고 문 헌 94
• 설 문 지 100
• 시나리오 유형 112

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