The Effect of Online Word of Mouth on Brand Equity and Visit Satisfaction - Focusing on the Authenticity Moderating Effect of Bakery Cafe -

This study examined the relationship between online word of mouth on brand equity and visit satisfaction with the theme of bakery cafes and the mediating effect of brand equity on this relationship. In addition, the moderating effect of authenticity was investigated in the influence relationship between sub-factors of online word of mouth, brand equity, and visit satisfaction. The final 345 people were selected as samples. It was found that the factors of online word of mouth, vitality, consent, and neutrality, had a significant positive (+) effect on brand equity. Brand equity showed a significant positive (+) influence relationship on visit satisfaction. Brand equity were found to have a mediating effect between online oral(vitality, consent, neutrality) and visit satisfaction. As a result of the moderating effect of authenticity, the low group has the moderating effect of authenticity in the relationship between vitality and neutrality on brand equity, and the high group has the moderating effect of authenticity in the relationship between vitality and brand equity. In addition, in both groups of authenticity, the moderating effect of authenticity was derived between the influence relationship between brand equity and visit satisfaction. As implications of these results, the vitality, consent, and neutrality of online oral traditions of bakery cafes are all variables that can increase brand equity. In addition, it was confirmed that brand assets have a mediating effect on the influence relationship between online speech and visit satisfaction, and authenticity is a variable that enhances the competitiveness of companies that strengthen brand equity through online speech such as vitality.