레스토랑 온라인 이용후기의 메시지측면성이 정보신뢰도와 레스토랑 방문의도에 미치는 영향

The purpose of this study is to verify the differences in trust of information and intention to visit of online readers by the sideness (one-sided vs. two-sided) of restaurant online reviews and also by the individual dispositional regulatory focus (prevention vs. promotion) of the readers. In addition we analyzed the influence of the trust of information on the intention to visit of the readers with different regulatory focus. A total of 234 subjects’ answer sheets were used for analysis. The experiment subjects who had used the blogs on the food service industry to get information for restaurants were randomly divided into two groups. For the first experiment group, one-sided message type scenario was given, and two-sided message type scenario was given to the second experiment group. Then after questioning the trust of information and the intention to visit the virtually Blog-posted restaurants, regulatory focus of subjects was surveyed. Results showed that significantly higher values of trust of information and intention to visit were shown in the subjects with prevention focus than the subjects with promotion focus after being exposed to the reviews of one-sided message sideness. However, the subjects with promotion focus tendency showed higher values of trust of information and an intention to visit than the subjects with prevention focus after being exposed to the reviews of two-sided message sideness, but no significant difference was shown. The trust of information on restaurant online reviews has a positive significant influence on the intention to visit of the readers with different regulatory focus both types of message-sideness. Implications and future research were also discussed.