A Correlation Analysis between Word-of Mouth Message Sender Credibility and WOM Effect

외식업소에 대한 구전 메시지 발신자 신뢰도와 구전효과의 상관성 분석

  • Published : 2006.10.31


The purposes of this study were 1) to analyze the correlation between Word-of-Mouth(WOM) message sender credibility and WOM effect and 2) to analyze the differences of WOM message sender creadibility and WOM effect in off-line and on-line WOM communication. The messages were created as a form of scenario for this study. Respondents were asked to evaluate the message sender credibility and predict WOM behaviors after reading given scenario. The questionnaires were distributed to 200 customers and a total of 175 questionnaires were used for analysis(87.5%). The statistical analysis was conducted using SPSS Win(12.0) for descriptive analysis, paired t-test, factor analysis, correlation analysis. The positive off-line WOM message sender was considered as more credible(p<.001) than on-line WOM message sender. 'Message sender credibility' is correlated with 'attitude formation' in both channels, but 'reliable' factor of 'credibility' variable is not significantly correlated with 'attitude change'.


Word-of-Mouth Communication;Sender Credibility;WOM effect;WOM channel;Restaurant


  1. Elliot KM. 2002. Understanding consumer-to-consumer influence on the web. Doctoral Dissertation. Duke University
  2. Henricks M. 1998. Spread the word. Enterpreneur, 26(2): 120-125
  3. Robertson T, Zielinski J, and Ward S. 1984. Consumer Behavior. Glenview, IL: Scott, Foresman
  4. Silverman G. 1997. Harvesting the power of word of mouth. Potentials in Marketing, 30(9): 14-16
  5. Kim JB. 1994. Fighting giants with simple ideas. Advertising Age, 65(21): 2-14
  6. Choi HK. 2004. Building on-line source credibility: moderators of the word-of-mouth effects on the web. Master degree thesis. Yonsei University
  7. Bone PF. 1995. Word-of-mouth effects on short-term and longterm product judgements. Journal of Business Research, 32: 213-223 https://doi.org/10.1016/0148-2963(94)00047-I
  8. Marney J. 1995. Selling in tougues. Marketing Magazine, 100(38): 14
  9. Voss P. 1984. Status shifts to peer influence. Advertising Age, May: 17
  10. Jung IJ. 1997. Hotel & Restaurant Marketing. Hyungsul Pub
  11. Shin SY. The development of relationship marketing strategy through service recovery system in restaurants. Doctoral Dissertation. Yonsei University. 2001
  12. Kim SH. 2003. The influence of product involvement and knowledge on internet WOM. The Korean Journal of Advertising, 14(1): 257-280
  13. The Foodservice Management Restaurant. 2005. Consumer dining out behavior change report
  14. Lim BY. 2001. Restaurant Management. Hyungsul Pub