지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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The purposes of this study were to : (a) explore the variables in Word-of-Mouth (WOM) communication of restaurant information, (b) develop the WOM communication paradigm model by the grounded theory approach. Within the basic framework of the Grounded Theory methodology, methodological triangulation, data triangulation, and investigator triangulation were considered to improve the validity of the study. For the content analysis of the secondary data, 50 customers' restaurant reviews in on-line communities were selected, and 15 customers' narrative data were collected through in-depth interview. The questionnaires were distributed to 380 customers and a total of 348 questionnaires were used for analysis. Grounded from qualitative and quantitative data, a WOM communication paradigm model was developed. 'The receiver', 'The sender', and 'the WOM message' are emerged as core categories of the main context. As core categories of causal conditions, 'the situation of WOM communication', 'expectation' and 'the motives toward WOM' were represented. 핵심용어(Key words):구전커뮤니케이션(Word-of-Mouth Communication),근거이론(Grounded Theory), 외식(Restaurant), 외식 정보(Restaurant Information)
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