사찰음식의 온라인 구전 정보특성이 장기관계 지향성에 미치는 영향 : 지각된 기능적 가치의 매개효과를 중심으로

As a result of the analysis of this study, the flexibility, vitality, and consent of online oral information of temple foods were found to have a significant effect on perceived functional value and long-term relationship orientation (p<0.001), and online oral information characteristics and long-term relationship The functional value perceived in the relationship of orientation has a partial mediating effect. These results are expected to increase the functional value and long-term relationship orientation of temple foods if customers who purchase them through online information on temple foods are able to recognize the flexibility, vitality, and consent of information more highly. The study has a meaning in that it has derived meaningful research results by identifying the mediating effect of the functional value on temple food, and has diversified the scope of research that has been conducted mainly on research on service recognition, quality characteristics, and selection attributes of previous studies. It has an academic meaning.