외식소비자 구전정보의 송수신 커뮤니케이션 상호작용이 수용성과 구전효과에 미치는 영향에 관한 연구

This study was carried out to demonstrate the mutual causal relationship between online and the existing word-of-mouth communication that must take precedence in order to understand characteristics of online word-of-mouth communication. The result was summarized as follows. First, the effect of characteristics of online word-of-mouth communication on reliability showed that word-of-mouth information transmitter's and receiver's characteristics and the community interaction have a statistically significant positive effect on the reliability(p<.01). Second, the effect of characteristics of online word-of-mouth communication on communicability showed that word-of-mouth information transmitter's and receiver's characteristics and the community interaction have a statistically significant positive effect on the communicability(p<.05). Third, the effect of acceptance characteristics of online word-of-mouth communication on word-of-mouth effects showed that the reliability and communicability have a statistically significant positive effect on the word-of-mouth effects(p<.05). In other words, the high communicability has increased the word-of-mouth effects by 0.530, and the high reliability has increased the word-of-mouth effects by 0.102. Forth, the mediating effect of online word-of-mouse communication acceptance characteristics in the effect of online word-of-mouse communication characteristics on word-of-mouse effects showed that the indirect effect of word-of-mouth information transmitter's characteristics is 0.266, confirming the mediating effect of online word-of-mouse communication acceptance, and even the indirect effect of word-of-mouth information receiver's characteristics is 0.135, confirming the mediating effect of online word-of-mouse communication acceptance. As for findings stated above, the interaction between transmitter and receiver of online word-of-mouth communication in the food service industry had a positive impact on the reliability and communicability of communication, and these reliability and communicability were mechanisms that improve the word-of-mouth effects and commitment performance as the high reliability and communicability is the communication performance. Besides, it was proven that the double path model between transmitter and receiver by each path of these factors boosts the interaction with the mutual synergy when a communication occurs simultaneously as a positive mechanism.