초록 열기/닫기 버튼
The purpose of this study was to provide useful information for decision making to operator by analyzing the structural relationship between information characteristics of open chatting, the usefulness of information, and visit intention. To this end, a total of 230 questionnaires for empirical analysis were distributed to residents of Busan and Gyeongnam areas. The usable questionnaires of 214 were analyzed using IBM SPSS statistics 23.0 for data processing. The results of testing hypothesis were as follows. First, it turned out that information characteristics of review had a positive effect on the risk perception. Second, risk perception had a positive effect on visit intention. Third, information characteristics of review had a positive effect on visit intention. As a result of the hypothesis test on the effect of the users who acquired the information through review on the intention to visit the restaurant, the p-value 0.000 level was significant. These results could imply that when the latest review is useful and empathetic, potential consumers who read the review are likely to perceive that they will not fail in their choice. This study became necessary for marketing strategy and suggested new form of online word-of-mouth activity and the direction to go out with the food service industry.
