The Study on the Consumer Behavior in Western Style Restaurant affected by Electronic Word-of-mouth (eWOM) in Social Networking Sites
|關鍵字:||消費者行為;網路口碑;認同性;可靠性;Consumer Behavior;Electronic Word of Mouth;Trusty;Reliability|
The method of communication between people is gradually changing. No more face to face conversation, in nowadays, massaging on the network is popular. The network platform becomes main method of people getting information and communicating. In recently years, more and more people through social networking sites to share their experience by pictures or wording in the restaurant, you can attract the attention of friends. In Taiwan there are a lot of people will check online word-of-mouth before they make decisions. Different type of restaurant is very characteristic between Western restaurants, Japanese restaurants and other exotic Thai cuisine restaurants. Catering industry gradually prevailed in Taiwan. However, the relationship between electronic word-of-mouth and consumer behavior is still unclear. This study explores the impact between of eWOM and consumer behavior in western restaurants. In the article treats eWOM as the dimension of influence factor under HBC consumer model. The internet population for the survey, 402 valid questionnaires were collected for statistical analysis, is main target to understand university students in Taipei that they consumed in western restaurant. In order to prove the fact that whether online word-of-mouth may be related positive correlation to consumption and consumer attitude. The results reveal that influence of trust of eWOM effect and reliability of eWOM effect has significant differences. The dimension of eWOM trusty has positive correlation between purchase time, purchase frequency, monthly spending amount and purchase period. The dimension of eWOM reliability has positive correlation between purchase time, monthly spending amount and purchase period. This study suggests that catering industry can set different market segmentation for different groups. Also, they can through advertising promotion such as social media to effectively attract more consumers.