원문정보
The effect of information provisions on word of mouth intention in food service industry - Focusing on the mediating effect of acceptance attitude -
초록
영어
The effect of the information provision means of the food service company on the word-of-mouth intention was investigated through the parameter acceptance attitude. First, Hypothesis 1 on the effect of food service provider on acceptance attitude had a significant effect on reception attitude. Second, to understand the effect of information provision means on word-of-mouth intention, regression analysis was conducted by analyzing each item of information provision means. As a result, human cues, functional cues, and spatial cues according to the factors of information provision had a significant effect, but it did not have a significant effect on digital cues.Third, as a result of Hypothesis 3, simple regression analysis was conducted to find out the effect of acceptance attitude on word-of-mouth intention. Fourth, as a result of analyzing the mediating effect of acceptance attitude between information provision means and word-of-mouth intention, human cues, functional cues, and spatial cues of information provision means played a partial mediating role, and digital cues played a role of fully mediating acceptance attitude among information provision means.
목차
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 정보제공수단
2. 구전의도
3. 수용태도
Ⅲ. 연구설계
1. 연구모형
2. 연구가설
3. 조작적 정의 및 설문지 구성
4. 조사방법과 조사기간
Ⅳ. 분석결과
1. 표본의 특성
2. 측정척도의 타당성 검토
3. 가설의 검증
Ⅴ. 결론
참고문헌