와인전문레스토랑 이용 경험이 긍정적인 온라인 구전동기에 미치는 영향에 관한 연구

다국어 초록 (Multilingual Abstract)

This study designed a research model to empirically examine what wine restaurant experience inducing wine consumers to participate in positive electronic word of mouth and proposed 5 measurement items for restaurant service quality by creating a new concept of wine restaurant experience. The measuring elements of wine restaurant experience consisted of wine quality, food quality, service quality, atmospheric and price fairness. The positive electronic word of mouth motives consisted of 'concern for other consumers', 'expressing positive emotions' and 'helping the restaurant'. This study aimed to perceive the propensity to consume of wine restaurant customers by understanding which element had the most significant impact on customers to evaluate wine restaurants during their visit and to examine a causal relationship with the positive electronic word of mouth motives based on these results. Thus, the purpose of this study was to provide restauranteur and marketers of wine restaurants with a strategic marketing plan through consideration of the restaurant experience elements induce positive electronic word of mouth motives. The main results are summarized as follows:
First, the wine quality of wine restaurants does not elicit positive electronic word of mouth from restaurant customers. Even though wine quality is core service quality of wine restaurants, they are not responsible for wine products themselves. Therefore, it is considered that customers do not have a strong motivation to represent the wine quality online.
Second, the food quality of wine restaurants induces positive electronic word of mouth because of concern for others. Experiences of superior food quality stimulate altruism of customers on wine restaurants. Therefore, it is considered that customers are motivated to share information on the excellent food they experienced with other consumers and feel happy and satisfied with it.
Third, the service quality of sommeliers and waiters does not elicit positive electronic word of mouth from restaurant customers. It can be difficult to evaluate the staff service quality using online media and to describe the experiences because it is characterized by its invisibility.
Fourth, the excellent atmosphere of wine restaurants induces positive electronic word of mouth through concern for others, motivation for helping the restaurants and expressing positive emotions. Eventually, the atmospheric elements have a positive effect on all electronic word of mouth motive elements among the elements of wine restaurant experience. It is considered that this is because of the characteristics of electronic word of mouth easy to convey visible information.
Fifth, the price fairness of wine restaurants elicits positive electronic word of mouth from restaurant customers because of concern for others and motivation for expressing positive emotions. Compared with regular restaurants, customers must perceive greater financial risks because wine restaurants are places of business to sell wine characterized by less visible quality clues and high price. Therefore, it is considered that customers of wine restaurants are motivated to express not only positive emotions and but also positive electronic word of mouth trying to share their restaurant experience with other consumers when they are satisfied with the price fairness they experienced.

목차 (Table of Contents)

• 제 1 장 서론 1
• 제 1 절 문제 제기 1
• 제 2 절 연구 목적 4
• 제 3 절 연구 방법 5
• 제 4 절 연구 구성 6
• 제 2 장 이론적 배경 8
• 제 1 절 와인전문레스토랑 개념 8
• 제 2 절 레스토랑 이용 경험 9
• 1. 레스토랑 이용 경험의 개념 및 유형 9
• 2. 레스토랑 이용 경험의 선행연구 17
• 제 3 절 온라인 구전동기 21
• 1. 구전동기의 개념 및 유형 21
• 2. 온라인 구전동기의 개념 24
• 3. 온라인 구전동기의 유형 26
• 4. 온라인 구전동기의 선행연구 27
• 제 3 장 조사 설계 및 분석방법 29
• 제 1 절 연구모형 및 연구가설 설정 29
• 1. 연구모형 29
• 2. 가설의 설정 30
• 제 2 절 변수의 조작적 정의 및 측정도구 34
• 1. 와인전문레스토랑 34
• 2. 와인전문레스토랑 이용 경험 35
• 3. 온라인 구전 동기 37
• 제 3 절 실증조사의 설계 39
• 1. 설문지 구성 39
• 2. 표본의 선정 40
• 3. 자료분석 방법 41
• 제 4 장 연구 분석 결과 43
• 제 1 절 표본의 일반적 특 43
• 1. 인구통계적 특성 43
• 2. 와인음용 또는 구전경험형태 45
• 제 2 절 측정항목의 신뢰성 및 타당성 검증 47
• 1. 측정변수의 기술적 분석 47
• 2. 탐색적 요인분석과 신뢰성 검증 49
• 제 3 절 가설 검증 54
• 제 5 장 결론 59
• 제 1 절 연구결과의 요약 59
• 제 2 절 연구의 시사점 61
• 제 3 절 연구의 한계 및 향후 연구방향 63
• 참고문헌 65
• 설문지 74
• Abstract 79