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Customer engagement behavior on restaurant brands’ social media pages -Effects of constraints, motivations, and negotiations-

송자현
한국외식산업학회 (The Korean Foodservice Association)|2024.04|한국외식산업학회지 (FoodService Industry Journal)|제20권 제2호|pp. 149-165|DOI 10.22509/kfsa.2024.20.2.010

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키워드

협상SNS소셜 미디어동기social mediamotivation제약constraintsnegotiation레스토랑restaurantbrand pageCustomer engagement behavior고객 참여 행동브랜드 페이지
주제분류관광학

초록

오늘날 소셜 미디어 브랜드 페이지는 적극적인 고객 참여 행동 강화를 통해 가치 공동창출의 목적으로 대부분의 레스토랑 브랜드에서 활용하고 있는 마케팅 플랫폼으로 여겨지고 있다. 그러나 소셜 미디어 사용자들의 실제 브랜드 페이지 참여도는 매우 낮은 것이 현실이다. 이러한 수동적 참여 행동을 고려하여, 본 연구에서는 기존 문헌에서 주로 살펴본 동기요인 뿐만 아니라 제약요인의 영향을 조사하여 연구 격차를 줄이고자 시도하였다. 더 나아가, 제약-효과-완화 프레임워크를 바탕으로 협상 요인의 매개 역할을 확인하고자 하였다. 결과적으로, 1)제약은 고객 참여행동에 부정적 영향을 미쳤고, 동기는 긍정적 영향을 미쳤으며, 2)제약과 동기 모두 고객의 협상 전략을 자극하는 것으로 나타났고, 3)협상 전략이 동기 및 제약의 고객 참여 행동에 대한 효과를 매개함을 발견했다. 즉, 본 연구의 결과는 레스토랑 브랜드 페이지에서의 고객 참여 행동을 이해함에 있어 제약과 동기 요인의 중요성을 확인하고, 협상 전략이 참여 행동에 미치는 영향을 강조하고 있다. 본 연구는 고객의 활발한 참여를 유도하기 위해 동기 부여적 활동이 필수적이지만, 동시에 참여를 방해할 수 있는 다양한 제약 요인들을 중요하게 고려해야 함을 제시한다. 더불어 참여 제약이 높아질수록 협상의 역할이 중요하게 작용한다는 새로운 이론적 시각을 제공한다.

Abstract

Today, social media brand pages are considered a marketing platform utilized by most restaurant brands for the purpose of co-creating value by reinforcing active customer engagement behavior. However, the reality is that social media users' actual engagement with brand pages is very low. Considering this passive participation behavior, this study attempted to reduce the research gap by examining the influence of not only the motivational factors mainly examined in the existing literature, but also the influence of constraint factors. Furthermore, we sought to confirm the mediating role of negotiation factors based on the constraint-effect-relaxation framework. As a result, 1) constraints had a negative effect on customer participation behavior, and motivation had a positive effect, 2) both constraints and motivation were found to stimulate customers' negotiation strategies, and 3) negotiation strategies were found to have a positive effect on customer participation behavior. It was found to mediate the effect on customer participation behavior. In other words, the results of this study confirm the importance of constraints and motivation factors in understanding customer participation behavior on restaurant brand pages and emphasize the impact of negotiation strategies on participation behavior. This study suggests that motivational activities are essential to encourage active participation of customers, but at the same time, various limiting factors that may hinder participation must be carefully considered. In addition, it provides a new theoretical perspective that the role of negotiation becomes more important as participation restrictions increase.

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