레스토랑 블로그의 신뢰도, 지각위험, 지각혜택 및 구매의도와의 관계
The relationships of bloggers' trust, perceived risk, benefit and intention to purchase in restaurants
제민지(동국대학교); 김영국(동국대학교)
14권 3호, 157~174쪽
초록
The purpose of this study was to investigate the relationships of bloggers'trust, perceived risk, benefit and intention to purchase in restaurants. Data were collected by a total of 206 college students in the Seoul. We employed a Structural Equation Modelling technique to test the causal model. The results indicate that bloggers' trust negatively influence perceived risks. However, the bloggers' trust was found to correlate positively with perceived benefit. The bloggers' trust postively influence an intention to purchase in restaurants. Implications of the results and limitations of the study were discussed.
Abstract
The purpose of this study was to investigate the relationships of bloggers'trust, perceived risk, benefit and intention to purchase in restaurants. Data were collected by a total of 206 college students in the Seoul. We employed a Structural Equation Modelling technique to test the causal model. The results indicate that bloggers' trust negatively influence perceived risks. However, the bloggers' trust was found to correlate positively with perceived benefit. The bloggers' trust postively influence an intention to purchase in restaurants. Implications of the results and limitations of the study were discussed.
- 발행기관:
- 한국외식경영학회
- 분류:
- 관광학