The Effect of Online Word-of-Mouth Information of Dessert Cafe on Satisfaction and Word-of-Mouth Intentions

The purpose of this study was to determine the influence of online oral information factors of dessert cafes on satisfaction and oral intention, and for this study, a survey was conducted among customers who used dessert cafes in the metropolitan area from August 15 to September 15, 2024. A total of 345 copies were used for statistical analysis, and the data analysis method was conducted using the SPSS statistical package 24.0 program. To verify the research hypothesis, frequency analysis, factor analysis, reliability analysis, and regression analysis were used to check the influence relationship between factors. The results showed that online word-of-mouth information factors agreement, vividness, and reliability have a significant effect on satisfaction and intention to recommend. In addition, high satisfaction with the use of online word-of-mouth information has an effect on intention to recommend. Therefore, this study provides empirical evidence on how to effectively manage online word-of-mouth information to encourage consumers to visit dessert cafes after receiving online word-of-mouth information. This study suggests the need for practical marketing management of online word-of-mouth information for competitive dessert cafe.