부정적 구전커뮤니케이션이 외식고객의 구매행동에 미치는 영향에 관한 연구 = (A) Study on Effect of Negative Word-of-Mouth Communications to Purchasing Behavior in the Customer of Food Service

다국어 초록 (Multilingual Abstract)

Lots of consumers today would like to collect information prior to their purchasing behavior and, in fact, they obtain relative information from their friends, relatives or neighbors. It is because the consumers believe the information through the word-of-mouth communications from their friends or neighbors is more trustworthy. Especially, the effect of word-of- mouth communications in foodservice industry is believed to be greater than other industries. It is because the consumers can not see or touch the goods or service prior to their purchase due to the unique characteristics of its business nature. Moreover, customers have tendency to talk about their bad experiences rather than good ones and since dissatisfied customers than satisfied ones reach a lot more audience. Thus, it is most important element of sales promotion methods by the marketers. Therefore, this research looks into what negative communications is and its lead to purchase behavior. In addition, it examines the correlation between the negative communications and retransmittals.
This study is consisted as follows:
Chapter 1 is introduction explaining the purpose and methods of the research, Chaper 2 reviews negative communications and purchasing behaviors in the previous studies, Chapter 3 explaines the set-up of hypothesis and operation defenitions, and research & analysis methods. Chapter 4 mentions the conclusions and limitations of research results.
In order to achieve the objectives of this study, relative previous studies were researched . 15 questions in negative communications, 6 questions in purchasing behavior, 4 questions in retransmittals were developed and 3 hypothesis were established. The questionnaire were conducted for the audience of Pusan citizen who had experiences negative word -of- mouth communications regarding foodservice industry
The followings are the survey results based on the hypothesis of the research:
First, the survey results on the hypothesis that theres correlation between the negative word-of- mouth communications and causing factors for purchasing behavior are as follows:
1. The sub-hypothesis that food quality has correlation on negative word of mouth communications turn out to be accepted.
2. The sub-hypothesis that location and accessbility has correlation on negative word of mouth communications turn out to be accepted.
3. The sub-hypothesis that variety of menu has correlation on negative word of mouth communications turn out to be accepted.
4. The sub-hypothesis that pricing has correlation on negative word of mouth communications turn out to be accepted.
5. The sub-hypothesis that personal service has correlation on negative word of mouth communications turn out to be accepted.
Second, the survey results 'on the hypothesis that theres correlation between the negative word-of-mouth communications and the degree of retransmittal are as follows:
1. The sub-hypothesis that food quality has correlation depend on the degree of negative word of mouth communications in retransmittal turn out to be accepted.
2. The sub-hypothesis that location and accessbility has correlation depend on the degree of negative word of mouth communications in retransmittal turn out to be accepted.
3. The sub-hypothesis that variety of menu has correlation depend on the degree of negative word of mouth communications in retransmittal turn out to be rejected.
4. The sub-hypothesis that pricing has correlation depend on the degree of negative word of mouth communications in retransmittal turn out to be accepted.
5. The sun-hypothesis that personal service has correlation depend on the degree of negative word of mouth communications in retransmittal turn out to be accepted.
Third, the hypothesis that theres Correlation between the negative word- of-mouth communications in foodservice industry and purchasing behavior turn out to be accepted.
The results of this survey can be beneficial to foodservice in its marketing operations as follows:
First, by finding characteristics of population statistics of the people who do negative word-of-mouth about foodservice industry. This will enable to segmentize and categorize the negative communicating groups.
Second, the study shows that theres difference in purchasing behavior depend on the degrees of negative word-of-mouth communications. In other words, purchasing behavior shows dependency in the degree of negative word-of-mouth in terms of quality of food, locations and accessibility, variety in menu, personal service and so forth. Thus, it is desirable to discourage negative word-of-mouth communications as a preventative action.
When it comes to quality of food, negative word-of-communications has strong power in retransmittal regardless the degree in its severeness. Hence, it is essential to keep a close observation on variety of menu and quality development of food.
The following limitations were observed during the study:
First, purchasing behavior can be differ depend on the informants of negative word-of-mouth communications. However, this study couldnt cover this aspect in full extent.
Second, there might be differences between purchasing behavior and desire, however, this study combined purchasing avoidance and desire as purchasing behavior. Segmented studies should be pursued in the future.
Third, it was insufficient to find out the reasonings of dissatisfaction in negative word-of-mouth communications.
In conclusion, several multi-angled approaches can be desirable in purchasing behavior in future studies to see the reasonings of dissatisfaction and measure behavior results.

목차 (Table of Contents)

• 목차 = ⅰ
• Ⅰ. 서론 = 1
• 1. 연구의 목적 = 1
• 2. 연구의 방법 및 범위 = 3
• 3. 논문의 구성 = 4
• Ⅱ. 이론적 배경 = 5
• 1. 부정적 구전커뮤니케이션의 개념 및 중요성 = 5
• 2. 부정적 구전커뮤니케이션의 동기 = 11
• 3. 부정적 구전커뮤니케이션의 유형 = 13
• 4. 부정적 구전커뮤니케이션의 영향요인 = 14
• 5. 부정적 구전커뮤니케이션관련 구매행동연구 = 22
• Ⅲ. 가설설정과 실증조사 개요 = 32
• 1. 가설의 설정 = 32
• 2. 표본설계 및 자료수집 = 34
• Ⅳ. 분석결과와 가설 검증 = 37
• 1. 분석결과 = 37
• 2. 가설의 검증 = 46
• 3. 분석결과에 따른 연구의 시사점 = 52
• Ⅴ. 결론 = 54
• 1. 연구결과의 요약 = 54
• 2. 연구의 한계점과 앞으로의 과제 = 56
• 참고문헌 = 57
• SUMMARY = 61
• 설문조사서 = 65