Effect of bakery cafe SNS word-of-mouth information characteristics on trust, word-of-mouth acceptance and sharing behavior, and revisit intention

In this study, we examined the relationship between bakery cafe SNS word-of-mouth information characteristics and trust, word-of-mouth acceptance and sharing behavior, and revisit intention, and verified the correlation between each factor. Among the bakery cafe SNS word-of-mouth information characteristic factors, agreeability and liveliness were found to have an effect on trust, while the timeliness factor was found to have no effect. Trust was found to have an effect on word-of-mouth acceptance, and word-of-mouth acceptance was found to have an effect on sharing behavior and revisit intention. These research results are meaningful in activating more effective and useful marketing strategies in the bakery industry.