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Developing Restaurant Information Word-of-Mouth Communication Paradigm Model Using Grounded Theory Approach

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2007, 31(4), pp.119-138
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

차성미 1 Il-Sun Yang 2 신서영 2

1한국식품연구원
2연세대학교

Accredited

ABSTRACT

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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