외식업체의 부정적 메시지가 소비자의 인지부조화와 구매태도에 미치는 영향
Effects of negative word-of-mouth(W.O.M) on customers' cognitive dissonance and purchasing attitude : Focused on Korean restaurants
정현영(세명대학교)
28권 11호, 305~321쪽
초록
The purpose of the study is to figure out how cognitive dissonance caused from negative W.O.M affects to customers' purchasing attitude. To examine the influences of cognitive dissonance Korean restaurant customers participated as the sample group. The study found that dependency of W.O.M, involvement, expectation had a significant effect on cognitive dissonance. However, the significance of loyalty to cognitive dissonance was not verified in this study, in spite of negatively related between the two variables. The study also found that cognitive dissonance caused by negative word-of-mouth had a negatively and significantly effect on purchasing attitude.
Abstract
The purpose of the study is to figure out how cognitive dissonance caused from negative W.O.M affects to customers' purchasing attitude. To examine the influences of cognitive dissonance Korean restaurant customers participated as the sample group. The study found that dependency of W.O.M, involvement, expectation had a significant effect on cognitive dissonance. However, the significance of loyalty to cognitive dissonance was not verified in this study, in spite of negatively related between the two variables. The study also found that cognitive dissonance caused by negative word-of-mouth had a negatively and significantly effect on purchasing attitude.
- 발행기관:
- (사)한국관광레저학회
- 분류:
- 관광학