Mimicking menu choices: Menu choice failure and blame attribution of Korean customer
- 주제(키워드) Blame attribution , Mimicking , Task importance , Tie strength , Uncertainty
- 등재 SSCI, SCOPUS
- 발행기관 Elsevier Ltd
- 발행년도 2020
- URI http://www.dcollection.net/handler/ewha/000000166008
- 본문언어 영어
- Published As http://dx.doi.org/10.1016/j.ijhm.2020.102456
- 저작권 이화여자대학교 논문은 저작권에 의해 보호받습니다.
초록/요약
Although behavioral mimicry occurs when customers make decisions, researchers have paid little attention to how behavioral mimicry might affect food choices and subsequent behavioral intentions, especially in social networking. Therefore, this study examined how menu choice failure after using menu referrals from online social networks affect blame attribution and subsequent behavioral intention. This study considered how uncertainty about menu, task importance and tie-strength with an online social network referral affects blame attribution and behavioral intention (customer satisfaction and revisit intention). 2 (Uncertainty; high versus low) × 2 (Task importance; high versus low) × 2 (Tie-strength; strong versus weak) between-subjects experimental design was utilized. This research provided evidence that people are less likely to blame a social media friend for the failure of menu choice when the consumers have low uncertainty about the menu, when the menu choice is less important to them, and when they have strong ties. © 2020
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