외국인 유학생의 SNS 상 식음료 경험이 브랜드 이미지 및 행동의도에 미치는 영향
The Effect of Social Media-Based F&B Experiences on Brand Image and Behavioral Intention of International Students
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This study aimed to provide implications for effective SNS marketing strategies in foodservice companies by empirically analyzing the effects of SNS marketing characteristics on brand image and behavioral intention among international students in Korea. The survey was conducted using a self-administered questionnaire and limited to international students residing in Korea who had SNS marketing experience. Among 230 collected questionnaires, 213 were used for empirical analysis. The collected data were analyzed using SPSS 24.0 and AMOS 24.0. The results showed that informativeness and interactivity positively affected brand image, while eventfulness affected behavioral intention; brand image also significantly affected behavioral intention. This study offered practical insights for foodservice companies to build long-term relationships with international students, and contributed academically by expanding the scope of consumer behavior research.
Abstract
This study aimed to provide implications for effective SNS marketing strategies in foodservice companies by empirically analyzing the effects of SNS marketing characteristics on brand image and behavioral intention among international students in Korea. The survey was conducted using a self-administered questionnaire and limited to international students residing in Korea who had SNS marketing experience. Among 230 collected questionnaires, 213 were used for empirical analysis. The collected data were analyzed using SPSS 24.0 and AMOS 24.0. The results showed that informativeness and interactivity positively affected brand image, while eventfulness affected behavioral intention; brand image also significantly affected behavioral intention. This study offered practical insights for foodservice companies to build long-term relationships with international students, and contributed academically by expanding the scope of consumer behavior research.