맛집의 소셜 콘텐츠 및 인플루언서 속성이 지각된 가치, 기억할만한 경험, 러브마크, 관계지속의도에 미치는 영향
The Effect of Social Contents and Influencer Attributes on Perceived Value, Memorable Experiences, Lovemarks, and Relationship Continuity Intention of Restaurant
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초록
The purpose of this study was to explore the relationship between the attributes of social contents and influencer, perceived value, memorable experiences, lovemarks, and relationship continuity intention of restaurant. This study conducted a survey of consumers using social media in relation to restaurants, and after excluding inappropriate data, 281 samples were used for empirical analysis. The results of testing the research hypothesis through structural equation modeling are as follows. First, among the attributes of social contents, usefulness had a positive effect on the perceived value of the influencer, whereas accuracy did not have a significant effect. Second, trustworthiness and attractiveness, attributes of social influencer, were found to have a positive effect on the perceived value of restaurant influencer. Third, the perceived value of the influencer was found to have a positive effect on memorable experiences and lovemarks. Fourth, memorable experiences and lovemarks were found to have a positive effect on relationship continuity intention. Finally, the indirect effects tested in the research model showed that the attributes of social influencer and the usefulness of social contents significantly impacted relationship continuity intention, mediated by perceived value, memorable experiences, and lovemarks.
Abstract
The purpose of this study was to explore the relationship between the attributes of social contents and influencer, perceived value, memorable experiences, lovemarks, and relationship continuity intention of restaurant. This study conducted a survey of consumers using social media in relation to restaurants, and after excluding inappropriate data, 281 samples were used for empirical analysis. The results of testing the research hypothesis through structural equation modeling are as follows. First, among the attributes of social contents, usefulness had a positive effect on the perceived value of the influencer, whereas accuracy did not have a significant effect. Second, trustworthiness and attractiveness, attributes of social influencer, were found to have a positive effect on the perceived value of restaurant influencer. Third, the perceived value of the influencer was found to have a positive effect on memorable experiences and lovemarks. Fourth, memorable experiences and lovemarks were found to have a positive effect on relationship continuity intention. Finally, the indirect effects tested in the research model showed that the attributes of social influencer and the usefulness of social contents significantly impacted relationship continuity intention, mediated by perceived value, memorable experiences, and lovemarks.
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