SNS상에서의 개인 외식업체에 대한 지각된 위험이 방문의도에 미치는 영향: SNS 구전정보특성의 매개역할을 중심으로

This study examine the effect of perceived risk on visiting intention of private restaurants on SNS to investigate whether the characteristics of SNS WOM (word-of-mouth) information play a mediating role between perceived risk and visiting intention. Developed survey was distributed from September 23 to October 10, 2019, among adults who have experienced in private restaurants located in Seoul and get information about the restaurant through SNS. A total of 275 survey distributed and 246 copies of the questionnaires were collected. The analysis results are as follows. First, perceived risks to private restaurants have a significant negative effect on visit intention. Second, SNS WOM Information characteristics(consensus, neutrality, vividness) mediate the relationship between perceived risks and visiting intentions. Therefore, private restaurants can increase the visiting intention by utilizing SNS WOM information as an important variable to reduce perceived risks among consumers.