레스토랑 블로그의 신뢰도, 지각위험, 지각혜택 및 구매의도와의 관계 = The relationships of bloggers' trust, perceived risk, benefit and intention to purchase in restaurants

다국어 초록 (Multilingual Abstract)

The purpose of this study was to investigate the relationships of bloggers'trust, perceived risk, benefit and intention to purchase in restaurants. Data were collected by a total of 206 college students in the Seoul. We employed a Structural Equation Modelling technique to test the causal model.
The results indicate that bloggers' trust negatively influence perceived risks.
However, the bloggers' trust was found to correlate positively with perceived benefit. The bloggers' trust postively influence an intention to purchase in restaurants. Implications of the results and limitations of the study were discussed.

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