외식프랜차이즈 SNS 특성이 고객의사결정과 재전달 의도에 미치는 영향에 관한 연구
A Study on the Effect of SNS Characteristics of Restaurant Franchise on the Customer Decision and Redelivery Intention
0
조회
0
다운로드
4
인용
0
참고문헌
키워드
초록
This study is conducted to analyze how Social Media characteristics of restaurant franchise affect customer decision making and redelivery intention and find out how to do Social Media marketing which is getting important. Through this study, we will understand the direction of Social Media management. In this study, we had 220 users to respond questionnaires who looked up about restaurant franchise through Social Media. In the previous research, we classified the Social Media characteristics about the restaurant franchise into the fields of liveliness, agreement, reliability, communication, accuracy, and entertainment. In order to verify the hypothesis, we conducted single regression analysis and multiple regression analysis and verified the relationship between variables. First, we found that Social Media characteristics of restaurant franchise has a positive relationship with favorability. Second, Social Media characteristics of restaurant franchise has a positive relationship with satisfaction. Third, favorability has a positive effect on satisfaction. Fourth, favorability has a positive effect on the intention of re-inquiry and redeliver. Fifth, satisfaction has a positive effect on the revisit and intention to redirect. As a result of the study, we found that restaurant franchise will gain trust of customers if they take into account the characteristics of Social Media of restaurant franchise and conduct customized marketing according to the head office of restaurant franchise and perform continuous feedback and management in order to improve customer's favorability and loyalty.
Abstract
This study is conducted to analyze how Social Media characteristics of restaurant franchise affect customer decision making and redelivery intention and find out how to do Social Media marketing which is getting important. Through this study, we will understand the direction of Social Media management. In this study, we had 220 users to respond questionnaires who looked up about restaurant franchise through Social Media. In the previous research, we classified the Social Media characteristics about the restaurant franchise into the fields of liveliness, agreement, reliability, communication, accuracy, and entertainment. In order to verify the hypothesis, we conducted single regression analysis and multiple regression analysis and verified the relationship between variables. First, we found that Social Media characteristics of restaurant franchise has a positive relationship with favorability. Second, Social Media characteristics of restaurant franchise has a positive relationship with satisfaction. Third, favorability has a positive effect on satisfaction. Fourth, favorability has a positive effect on the intention of re-inquiry and redeliver. Fifth, satisfaction has a positive effect on the revisit and intention to redirect. As a result of the study, we found that restaurant franchise will gain trust of customers if they take into account the characteristics of Social Media of restaurant franchise and conduct customized marketing according to the head office of restaurant franchise and perform continuous feedback and management in order to improve customer's favorability and loyalty.
참고문헌 (25)
- 안대천, "SNS유형별 광고속성 평가 및 태도에 관한 연구: 블로그, 트위터, 페이스북, 유튜브의 비교", 광고학연구, 23(3), pp.53~84 (2012), 한국광고학회[DOI]
- Lampe. C, "A Face(Book) in the Crowd:Social Searchin vs. Social Browsing", Proceedings of the 2006 20th Anniversary Conference on Computer Supported Cooperative Work, pp.167~170 (2006)
- 정재학, "시간에 따라 변하는 온라인 구전 활동과 매출의 동적 관계", 마케팅연구, 26(3), pp.85~109 (2011), 한국마케팅학회
- Andreas, M. K, "Users of the world, unite!The challenges and opportunities of Social Media", Business Horizons, 53(1), pp.59~68 (2010)
- Boyd, D. M, "Social Network Sites : Definition, History, and Scholarship", Journal of Computer Mediated Communication, 13(1,1), pp.210~230 (2007)
- Smith. T, "The Social Midia Revolution", International Journal of Market Research, 51(4), pp.559~561 (2009)
- Milstein, S, "Twitter forlibraries(And Librarians)", Computers in Libraries, 29(5), pp.17~18 (2009)
- 이주연, "외식 프랜차이즈 기업의 SNS 마케팅 활동이 소비자 행동의도에 미치는 영향", 한국프랜차이즈경영연구, 10(1), pp.43~51 (2019), 한국프랜차이즈경영학회[DOI]
- S. Y. Kim, "The effect to influence the customer’s satisfaction, re-visit, credibility and word-of-mouse intention of SNS characteristics of nail shops", Doctoral, pp.2017
- J. H. Lee, "A Study on the Effect of SNS WOM Characteristic on Acceptance of Information, Consumer Attitude, Retransmission of WOM, and Visit Intention in Food Service Business", Doctoral, pp.2017
- G. J. Chae, "A study on the impact of SNS and web information quality on customer satisfaction and intention to revisit in the well-being restaurants", Research of Foodservice Industry and Management, 11(2), pp.43~62 (2015)
- 이지선, "한식콘텐츠 이용 경험자에게 형성된 한식호감도가 한류호감도, 국가이미지, 한국 방문의도에 미치는 영향 : 베트남 2030세대를 중심으로", 한국콘텐츠학회 논문지, 17(7), pp.320~331 (2017), 한국콘텐츠학회[DOI]
- 임현정, "소셜 네트워크 서비스의 콘텐츠 호감도가 티켓구매의도에 미치는 영향 무용콘텐츠 중심으로", 무용예술학연구, 49(4), pp.89~100 (2014), 한국무용예술학회[DOI]
- Oliver, R. L, "Measurement and evaluation of satisfaction processes in retail settings", Journal of Retailing, 57(3), pp.25~48 (1981)
- Oliver, R, "Satisfaction: A Behavioral Perspective on the Consumer" (1997), McGraw Hill
- 손영화, "고객 만족", 불만족에 미치는 소비정서의 매개효과, 2005, pp.16(1), 1~32[DOI]
- 허경석, "SNS 정보가 호텔 고객의 브랜드 태도 및 행동의도에 미치는 영향 - 이중처리과정 이론(Dual Process Theory)의 적용 -", 관광연구, 27(5), pp.619~635 (2012), 대한관광경영학회
- 양창규, "SNS 이용자의 재방문의도와 전환의도에 영향을 미치는 선행요인에 관한 연구", 한국전자거래학회지, 19(2), pp.125~142 (2014), 한국전자거래학회[DOI]
- 정승환, "A comparison study on Korea and Australia regarding the social network analysis of the customers' attitude, satisfaction, and revisit intention in the family restaurant : focusing on the difference in the SNS using experience", 호텔관광연구, 18(6), pp.415~436 (2016), 한국호텔관광학회
- Davis, F. D, "Perceived Usefuleness, Perceived Ease of Use, and User Acceptance of Information Technology", Mis Quarterly, 13(3), pp.319~340 (1989)
- 권수경, "패션제품 블로그 리뷰를 통한 온라인 구전효과에 대한 연구 - 계획된 행동이론을 중심으로 -", 복식문화연구, 21(4), pp.478~493 (2013), 복식문화학회[DOI]
- 박찬, "온라인에서의 구전커뮤니케이션이 상표평가에 미치는 영향에 관한 연구: 상표사용후기와 답글을 중심으로", 소비자학연구, 17(1), pp.73~93 (2006), 한국소비자학회
- 이안지, "온라인 구전수용 및 재구전의도의 차이에 관한 연구: 의복관여도와 마켓메이븐의 상호작용효과를 중심으로", 복식문화연구, 26(2), pp.172~187 (2018), 복식문화학회[DOI]
- 박탄우, "SNS상의 온라인 구전의 정보처리과정에 관한 통합모형의 개발에 관한 연구", 광고연구, (100), pp.172~224 (2014), 한국광고홍보학회
- 배진희, "SNS 정보특성과 스낵제품의 소비자태도, 온라인 구전재전달, 구매의도와의 관계에 관한 연구", 식공간융합연구, 13(3), pp.83~96 (2018), 한국식공간학회[DOI]