The Effect on Perceived Risk, Perceived Benefit, Intention Visiting and Spread of eWOM(Word-of-Mouth) by Characteristics of Online WOM on food service industry

The purpose of this study is to investigate what the characteristics of eWOM on perceived risk and benefit will affect intention to visiting a restaurant and spread of WOM. Consumers with intention of visiting a restaurant through SNS activities were selected to be surveyed for fulfilling the purpose of the study. According to factor analysis, characteristics of eWOM were classified into vividness, consensus, credibility, communicability, And Perceived risk, Perceived benefit, Intention of visiting on restaurant and spread of eWOM were composed of single dimension. The hypothesis inspection says that credibility has negative influence on perceived risk, communicability andcredibility have positive influence on perceived benefit. And perceived risk on Intention visiting of it has negative, perceived benefit on it has positive. Spread of eWOM has been positive affected by intention visiting restaurant. The result of this study suggests (1) communicability and credibility in eWOM are the most important factor for enhancing intention visiting restaurant by perceived benefit. (2) To boost spread of eWOM toward intention visiting, improving communicability is needed.