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@article{ART001810180},
author={Kim, Hyunjung},
title={The Influences of Wrongfully Accused Negative Online Word-of-Mouth Communications on Restaurant Brand Evaluations and Purchase Intention},
journal={Journal of Tourism Sciences},
issn={1226-0533},
year={2013},
volume={37},
number={8},
pages={229-250}

TY - JOUR
AU - Kim, Hyunjung
TI - The Influences of Wrongfully Accused Negative Online Word-of-Mouth Communications on Restaurant Brand Evaluations and Purchase Intention
JO - Journal of Tourism Sciences
PY - 2013
VL - 37
IS - 8
PB - The Tourism Sciences Society Of Korea
SP - 229
EP - 250
SN - 1226-0533
AB - Although wrongfully accused negative online Word-of-Mouth communications on restaurant brands have been increasingly reported, their effects on consumers' brand evaluation and purchase intention have not received much attention. The purpose of the study was to identify the influences of wrongfully accused negative online Word-of-Mouth communications on consumers' restaurant brand evaluations(i.e., brand trust, brand credibility, and perceived quality) and purchase intention. An experimental design was conducted and 139 college students were separated into the three groups including one control group and two experimental groups. The control group was exposed only to a video advertisement of a specific restaurant brand. The results of ANOVA showed that when respondents were exposed to the negative WOM communications, their positive evaluations on brand trust, credibility, perceived quality and purchase intention were significantly decreased. Interestingly, the evaluations on brand trust, credibility, and perceived quality were significantly improved as the information about the negative WOM communications were false was provided. However, purchase intention was not recovered in spite of the corrected information.
KW - Negative online Word-of-Mouth communications;Brand trust;Brand credibility;Perceived quality;구매의도
DO -
UR -
ER -

Kim, Hyunjung. (2013). The Influences of Wrongfully Accused Negative Online Word-of-Mouth Communications on Restaurant Brand Evaluations and Purchase Intention. Journal of Tourism Sciences, 37(8), 229-250.

Kim, Hyunjung. 2013, "The Influences of Wrongfully Accused Negative Online Word-of-Mouth Communications on Restaurant Brand Evaluations and Purchase Intention", Journal of Tourism Sciences, vol.37, no.8 pp.229-250.

Kim, Hyunjung "The Influences of Wrongfully Accused Negative Online Word-of-Mouth Communications on Restaurant Brand Evaluations and Purchase Intention" Journal of Tourism Sciences 37.8 pp.229-250 (2013) : 229.

Kim, Hyunjung. The Influences of Wrongfully Accused Negative Online Word-of-Mouth Communications on Restaurant Brand Evaluations and Purchase Intention. 2013; 37(8), 229-250.

Kim, Hyunjung. "The Influences of Wrongfully Accused Negative Online Word-of-Mouth Communications on Restaurant Brand Evaluations and Purchase Intention" Journal of Tourism Sciences 37, no.8 (2013) : 229-250.

Kim, Hyunjung. The Influences of Wrongfully Accused Negative Online Word-of-Mouth Communications on Restaurant Brand Evaluations and Purchase Intention. Journal of Tourism Sciences, 37(8), 229-250.

Kim, Hyunjung. The Influences of Wrongfully Accused Negative Online Word-of-Mouth Communications on Restaurant Brand Evaluations and Purchase Intention. Journal of Tourism Sciences. 2013; 37(8) 229-250.

Kim, Hyunjung. The Influences of Wrongfully Accused Negative Online Word-of-Mouth Communications on Restaurant Brand Evaluations and Purchase Intention. 2013; 37(8), 229-250.

Kim, Hyunjung. "The Influences of Wrongfully Accused Negative Online Word-of-Mouth Communications on Restaurant Brand Evaluations and Purchase Intention" Journal of Tourism Sciences 37, no.8 (2013) : 229-250.