SNS를 통한 외식정보 검색시 개인특성과 사용자 만족, 지속적 이용의도, 추천의도에 관한 실증적인 연구

• 영문명: The Study of the Effects of Individual Characteristics on Customer Satisfaction and Intention of the Use, Intention of Site Recommendation Focused on the On-line Social Network Service
• 발행기관: 한국외식경영학회
• 저자명: 성혜진(Hye Jin Sung) 고재윤(Jae Youn Ko) 김영근(Young Keun Kim)
• 간행물 정보: 『외식경영연구』15권 3호, 81~101쪽, 전체 21쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2012.06.30

영문 초록

Recently there are intention of SNS and its use in food industry as increasing SNS users due to the advent of Web 2.0 and the launch of Smart Phone. This study is tested the individual characteristics of SNS have affects on customer satisfaction and intention of continuous use when restaurant customers search its information targeting ones with experience searched restaurants information by SNS. Survey is carried out for 20days - from 5th September to 25th September, 2011 - targeting customers having searched restaurants information by SNS within 3 months. Total 428 samples(85.6%) are used for the empirical research. The results of this study are blows. First 3 factors of individual characteristics identified - self-efficacy, personal innovativeness, perceived enjoyment have affects on customer satisfaction and intention of continuous use, and intention of site recommendation. The perceived enjoyment among these factors has the strongest affects. Second customer satisfaction has affects on intention of continuous use and intention of site recommendation. The results of this study tells the individual characteristics is very important using SNS effectively as communication and marketing tool in restaurants. Furthermore it will be useful guideline as well as practical implications.

키워드

SNS Social network service Individual characteristics Self-efficacy Personal innovativeness Perceived enjoyment Customer satisfaction Intention of continuous use Intention of site recommendation