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논문 기본 정보

자료유형
학술저널
저자정보
이나겸 변광인 (영남대학교) 김기진
저널정보
한국외식산업학회 한국외식산업학회지 한국외식산업학회지 제10권 제3호(통권 제24호)
발행연도
2014.9
수록면
165 - 177 (13page)

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This study aims to explore the effect on characteristics of SNS WOM information on acceptance of WOM information and consumer attitude of married women as the rate of women"s social participation rises and women has become possessed of consumption capability with the change of environment. The characteristics of SNS WOM information were classified into characteristics of message (vitality, consentability, reliability) and characteristics of SNS (homogeneity, bonding relationship). For this research, questionnaire survey was conducted on married women users of SNS in Busan area from March 1, 2014 to March 31, 2014 and 320 questionnaires were collected among a total of 350 questionnaires distributed (collection rate: 91.4%). Among 320 collected questionnaires, 304 questionnaires were finally analyzed. As the result of analysis, significant effect was exerted on the acceptance of WOM information by the order of vitality, reliability and consentability while significant effect was exerted on consumer attitude by the order of vitality, consentability and reliability. In addition, acceptance of WOM information has significant effect on consumer behavior.

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Abstract
Ⅰ. 서론
Ⅱ. 이론적 고찰
Ⅲ. 연구방법
Ⅳ. 결과 및 고찰
Ⅴ. 결론
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UCI(KEPA) : I410-ECN-0101-2016-326-001079452