- Apply for Authority
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS
ISSN : 1738-3110
The Effect of Online WOM of Menu Product Consumers on Product Perception Risk and WOM Effect
- Downloaded
- Viewed
Abstract
Purpose: This study examined marketing value as online word-of-mouth media in the foodservice industry, and it did research on online word-of-mouth (e-WOM) communication marketing schemes using mass communication in the industry. The study is also intended to investigate the impact of electronic word-of-mouth (e-WOM) information and communication on product awareness risks, benefits, and word-of-mouth (WOM) impacts on restaurant consumers. Research design, data, and methodology: The analysis was conducted on a valid questionnaire of 425 menu product consumers. The survey was conducted for two months in March 2019. The collected data was analyzed using SPSS and hierarchical regression analysis was applied. Results: It did empirical research on the reciprocal casual relations to online and the existing word-of-mouth communication that have to be preceded to understand characteristics of online word-of-mouth communication for the purpose of this study. The result is summarized as follows. First, the online word-of-mouth (e-WOM) effect on product recognition risk shows the statistically significant effect of information sender characteristics, information recipient characteristics, and online word-of-mouth (e-WOM) communication on product recognition risk. Second, the influence of online word-of-mouth (e-WOM) on product risk benefits shows that the information sender characteristics, the information receiver characteristics, and online communications have a statistically significant effect on product risk benefits. Third, online word of mouth risk recognition had a statistically significant effect on word of mouth acceptance. Fourth, online risk benefit had a statistically significant positive effect on word of mouth (WOM) effect. Conclusions: The communication between online word of mouth (e-WOM) sender and recipient had a positive influence on the product evaluation and attitude change in the foodservice industry, and the word-of-mouth (WOM) effect affected financial and non-financial performance. The results mentioned above indicated that the communication between the sender of the information and the receiver of the information had a positive effect on the product evaluation and attitude change of the menu consumer, and the word-of-mouth (WOM) result affected the financial. Therefore, the online word-of-mouth (e-WOM) effect has a positive effect on the word-of-mouth (WOM) effect of menu products when performed simultaneously and positively between the information sender and the information receiver.
- keywords
- Information recipient, Menu Product Consumers, Spread, WOM Acceptance, Information sender, Product Benefit, Product Perception
Reference
Barbara B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of Interactive Marketing, 15(3), 31-40.
Bauer, R. A. (1960). Consumer behavior as risk-taking. In R. S. Hancock (Ed.), Dynamic marketing for a changing world (pp. 389–398). Chicago, IL: American Marketing Association.
Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of Interact Mark, 15(3), 31-40.
Cho Y. H., & Choi, E. J. (2018). A study on the development of word of mouth in online travel word of mouth communication. International Journal of Tourism Sciences, 42(7), 139-160.
Elliott, K. M. (2002). Understanding Consumer-To-Consumer Influence on the Web (Doctoral Dissertation). Duke University, Durham, North California.
Frewer, L. J., Howard, C., Hedderley, D., & Shepherd, R. (1998), Methodological approaches to assessing risk perceptions associated with food-related hazards. Risk Analysis, 18(1), 95-102.
Jang, S. O., & Lee, Y. J. (2009). A Study of Residents'Recognition and Tourism Merchandising Intention of Native Local Foods in Yeong cheon Region. Korean Journal of Food and Cookery Science, 25(4), 452-466.
Je, M. J., & Kim, Y. K. (2011). The relationships of bloggers trust, perceived risk, benefit and intention to purchase in restaurants. Korean Journal of Foodservice Management Society, 14(3), 157-174.
Kim, C. H., & Hwang, U. R. (1999). On the Ethnography of Symbiotic Marketing form the view of Coupon Managers. Marketing Research, 14(3), 97-117.
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce, The role of trust, perceived risk & their antecedents. Decision support systems, 44(2), 544-564.
Kim, J. W., Park, H. C., & Lee, J. S. (2007). Information Production Motivation and Type of Electronic WOM Source. Journal of Korean Psychological Association, 2007(1), 566-567.
Kim, K.Y., & Heo, Y. W. (2011). The Effect of Transmit –Receive Communication Interaction of Food Service Consumer's Word-of-Mouth Information on Accept ability and Word-of-Mouth Effects. Journal of Industry Economy Research, 24(2), 991-1025.
Kim, Y. H. (2018). The Effect of Online Word of Mouth Information and Information Reliability on Perceived Information Usefulness and Information Acceptability. Korean Journal of Culinary Research, 24(1), 151-163.
Lederer, A. L., & Mirchandani, D. A., Sims K. (2001). The Search for Strategic Advantage from the World Wide Web. INT J Electron Comm 5(4), 117-133.
Lee, E. Y., & Lee, T. M. (2005). The Effects of Information Characteristics on Word of Mouth Performance in Online Environment: Focused on the Moderating Effect of Consumer Knowledge. The Korean Journal of Advertising, 16(2), 145-171.
Newman, P. J. (2003). An Investigation of Consumer Reactions to Negative Word-of-Mouth on the Internet (Doctoral Dissertation). University of Illinois, Champaign, Illinois.
Nam, J. H., & Kim, Y. I., & Hyun, Y. H. (2013). A Study on Building Trust of Social Commerce by Food Product Consumers. Journal of Restaurant Management Research, 16(5), 147-170.
Park, C. Y., & Chang, J. (2006). Study on the Effects of Consumers' Word of Mouth about Brand Experiences and Responses on Brand Evaluations at Online Context. Journal of Consumer Studies, 17(1), 73-93.
Peterson, R. A. (1995). Relationship marketing & the consumer. journal of the Academy of Marketing Science, 23(4), 278-281.
Salo, J., & Karjaluoto, H. (2007). Mobile games as an advertising medium, towards a new research agenda. The International Research Journal Innovative Marketing, 3(1), 72-83.
Schiffman, L.G., & Kanuk, L. L. (2000). Consumer behavior (7th ed.). Upper Saddle River, NJ: Prentice hall international.
Seo, H. J., & Lee, K. H. (2013). Effects of direction and evaluative contents of online reviews on consumer attitudes toward clothing products. Journal of Information Culture Research, 21(3), 440-451.
Song, H. K. (2014). A Study of Relationship of Gourmet Blog's Reliability with the Perceived benefits, Perceived Risk and Online Word of Mouth of Eating out Consumer. Korean Journal of Culinary Research, 20(6), 275-291.
Sweeney, J. C., Soutar, G. N., & Johnson. L. W. (1999). The role of perceived risk in the quality value relationship. a study in a retail environment. Journal of Retailing, 75(1), 77-105.
Yeung, R. M. W., & Moriss, J. (2001). Food safety risk consumer perception & purchase behaviour. British Food Journal, 103(3), 170-186.
Yeung, R. M., & Yee, W. M. S. (2003). Risk reduction, an insight from the UK poultry industry. Nutrition & Food Science, 33(5), 219-229.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations