소비자의 정보원천이 지각된 품질, 신뢰 그리고 재방문 의도에 영향을 미치는가?

Purpose: This study examines how information sources (advertising, publicity, word-of-mouth (WOM), and electronic word-of-mouth (eWOM)) affect perceived quality (product and service), trust, and revisit intention in the franchise industry, using the Stimulus-Organism-Response (S-O-R) framework. Research Design and Methodology: Data was collected from 395 respondents via an online survey and analyzed using measurement model and structural equation modeling (SEM) with Smart PLS 4.0. Results: The findings are as follows. First, publicity, WOM, and eWOM positively influence product quality, but advertising does not influence. Second, publicity and WOM positively influence service quality, but advertising and eWOM do not influence. Third, product and service quality positively trust. Fourth, product and service quality positively revisit intention. Finally, trust positively influences revisit intention and play a partial mediating role in the relationship between product and service quality and revisit intention. Conclusions: The findings validate the S-O-R framework show that WOM and publicity are key factors significantly influencing consumer behavior. Furthermore, this study shows that trust must be built and continuously strengthened through product quality and service quality management. Therefore, information source management and trust-building strategies for the Chinese need to be implemented with a focus on word of mouth and publicity.