학술논문
외식 프랜차이즈 기업의 SNS 마케팅 활동이 소비자 행동의도에 미치는 영향
이용수 192
- 영문명
- Impacts of Food-Service Franchise’s SNS Marketing Activities on Customer Behavior Intention
- 발행기관
- 한국프랜차이즈경영학회
- 저자명
- 이주연(Lee, Ju-Yeon) 이민지(Lee, Min-ji) 권다정(Kwon, Da-Jeong) 정승연(Jeong, Seung-Yeon) 허순범(Soon-Beom Hur)
- 간행물 정보
- 『한국프랜차이즈경영연구』제10권 제1호, 43~51쪽, 전체 9쪽
- 주제분류
- 경제경영 > 경영학
- 파일형태
- 발행일자
- 2019.03.30
무료
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국문 초록
영문 초록
Purpose – Many companies use the Internet to conduct their business to maintain and acquire their customers. SNS is used as a site where users can create profiles, build personal networks, and then share and exchange information with others. Not only do people use SNS for their self-promotion, but they also promote their services by creating SNS pages. SNS is recognized as a medium for implementing effective advertising strategies and is being used as an important means of promoting the company. Therefore, in this study, we investigate the effect of SNS marketing characteristics of restaurant franchise firms on utilitarian value and hedonic value and examine their effects on purchase intention. Research design, data, and methodology – The data were collected from 20s-60s respondents who have used SNS for restaurant visit using Google survey. A total of 159 responses were collected and used for final analysis. Smart PLS 3.0 was used for the hypothesis test. Results - As a result of an analysis, it was shown that the influence of the playfulness and affordability of information on the utilitarian value had a significant positive effect. Interaction and up-to-date did not have a positive effect on utilitarian value. Interaction, affordability, and up-to-date have no significant positive effects on hedonic value. The playfulness of information has a positive effect on the hedonic value. Both utilitarian value and hedonic value had positive effects on purchase intention. Conclusions - The findings of this study suggest that the SNS marketers of restaurant franchisors should focus on the playfulness, affordability, and up-to-date rather than the interactivity of SNS. In marketing through SNS, the act of presenting the basis of information and enhancing the provision of information through objective criteria makes it possible to experience the practical value of information. It is necessary to develop differentiated contents which cause customers interest and fun and to induce many customers’ purchase intent by providing objective and realistic information. In order to increase the customers repurchase intentions toward the food service business, customers should maximize the hedonic value and practical value felt through information. It should also focus on providing information that customers are receptive to, rather than providing prompt information.
목차
1. 서론
2. 이론적 배경
3. 연구설계
4. 실증분석
5. 결론
해당간행물 수록 논문
- 외식프랜차이즈의 서비스 경험이 만족과 재방문의도에 미치는 영향
- 멀티플렉스 영화관의 선택속성이 만족도, 충성도에 미치는 영향
- 네트워크 마케팅 산업에서 독립 사업자의 기업 선택 속성이 경제적 및 비경제적 만족과 신뢰, 추천의도에 미치는 영향
- 외식프랜차이즈 기업의 온라인 정보특성이 즐거움, 불안, 방문의도에 미치는 영향
- 외식프랜차이즈 가맹본부 지원서비스와 성과간에 관계공정성의 매개효과
- 국내 프랜차이즈 사업에서의 인적자원개발에 관한 체계적 문헌 고찰
- 커피전문점의 문화 마케팅이 고객만족에 미치는 영향
- Franchising Practices in Selected Markets around the World
- 외식 프랜차이즈 기업의 SNS 마케팅 활동이 소비자 행동의도에 미치는 영향
참고문헌
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