이중처리과정이론을 적용한 외식업체의 SNS 정보특성과 브랜드 태도, 고객만족, 구전의도간의 구조적 관계에 관한 연구 : SNS유형에 따른 조절효과를 중심으로

배성훈 경성대학교 2021 국내박사

Abstract A Study on the Structural Relationship between SNS Information Characteristics, Brand Attitude, Customer Satisfaction, and Word of Mouth of Restaurants applying the Dual-process Theory : Focusing on the moderating effect according to SNS type In modern society, the development of social network service (SNS) is causing changes in human lifestyle and consumption behavior, and has a great influence on public relations and marketing strategies of corporate management. Most companies do not stop at simply promoting or marketing their products or services using SNS, and company use the SNS to communicate with customers along with analyze customer characteristics for their future marketing directions. As SNS is used as a means of advertising in the commercial field, Facebook, Kakao Story, and Instagram are creating various channels as a improving profit, making strategic, and a service function that connects customers and foodservice companies. Most of the consumers who have experience using the information presented by SNS, which are food-based, were psychologically affected by the photos and contents expressed in the SNS posts, and they are actively using information search when eating out. As the influence of SNS on consumers is growing, the use of SNS as a promotional marketing tool for companies has increased. Hence, foodsevice companies including restaurants not only distribute information about products and services in real time through SNS marketing, but also use the fact that they build high reliability and are used as an effective marketing method to improve word-of-mouth (word of mouth). In previous studies related to SNS, most of the studies were reported focusing on the information characteristics or quality attributes of SNS. Therefore, in this study, the detailed factors are defined by combining the factors of SNS information characteristics and the dual processing process theory, and the correlation with brand attitude, customer satisfaction, and word of mouth intention is to be investigated using empirical analysis. In addition, this study conducted to suggest more specific implications based on the difference in important information characteristics perceived by consumers depending on the type of SNS. In order to achieve the purpose of this study, the theoretical background was constructed by reviewing various literatures related to the thesis, a research model and hypothesis were established based on previous literature. For statistical analysis of the collected data of this study, frequency analysis was performed to identify general characteristics of the sample by using general-purpose statistical analysis programs SPSS 26.0 and AMOS 23.0 after data coding, and factors to determine the validity and reliability of the measurement tool Analysis and reliability analysis will be conducted, and to verify the fit of the proposed research model, the model suitability will be verified with the structural equation model, and the influence relationship between the measurement variables will be analyzed. In order to conduct this study, a preliminary survey was conducted from September 20 to September 30, 2020 targeting 30 customers who used a restaurant service through SNS in 2020. Reliability verification and validity verification of the questionnaire items are performed through a preliminary survey, and the items with low reliability are corrected and supplemented with relevant professors and graduate students to create the final questionnaire. This survey was conducted from February 14, 2021 to February 28, 2021 through the online survey method. The online survey was commissioned by Micromill Embrain, a consumer panel survey expert, and was conducted for consumers who searched for and used SNS-based dining out information. As a result of data collection, a total of 311 respondents were collected, and a total of 290 persons whose response time was too short compared to the questionnaire questions and 21 insincere respondents were excluded. Hypotheses were established on the influence relationship among a total of six latent variables (synonymity, reliability, vitality, up-to-dateness, usefulness, and conciseness) centering on the review of previous studies by using the statistical packages SPSS 26.0 and AMOS 23.0. Factor analysis, correlation analysis, and influence relationship analysis for hypothesis testing were performed on the characteristics. Regarding the demographic characteristics of the subjects of the survey, the demographic characteristics of the dining out information SNS website users requested the survey company to recruit a certain percentage according to the gender and age group before the survey, and the type of website visited. Gender (male, 139 (47.9%); female, 151 (52.1%)), age (20s, 85 (29.3%); 30s, 67 (23.1%); 40s, 75 (25.9%)) ), over 50, 63 (21.7%), and website type (SNS users 138 (47.6%); blog users 152 (52.4%)). Before verifying the causal relationship and influence relationship between the factors, reliability and validity tests were performed on the variables. 0.888), high reliability was confirmed. Next, the validity of the entire construct was verified using confirmatory factor analysis (CFA) using AMOS 23.0. Specifically, the mean variance extraction (AVE) value was 0.5 or higher and the conceptual reliability (CR) value was all higher than 0.7, making it possible to verify the centralized validity. x2, x2/df, RMR, which determine the intermediate fit index and absolute fit index, GFI, AGFI, RMSEA, NFI, IFI, TLI, and CFI values ​​confirmed that all of the fitness indices for the designed research model were satisfied. Finally, discriminant validity was verified by comparing the correlation square value between latent variables and the mean variance (AVE). The simple results of the hypothesis test results of the study are as follows. First, Hypothesis 1 for examining the influence relationship between information characteristics and brand attitudes was composed of 6 sub-hypotheses between 6 factors of information characteristics agreement, reliability, liveliness, up-to-dateness, usefulness, and conciseness, and brand attitudes. As a result of hypothesis testing, it was found that reliability, vitality, usefulness, and conciseness among the six factors of information characteristics had a positive (+) effect on brand attitude. Second, as a result of examining the influence relationship between information characteristics and customer satisfaction, only usefulness and conciseness among the six factors of information characteristics showed a positive (+) effect on customer satisfaction. Third, in this study, as a result of testing the influence relationship between brand attitude and customer satisfaction, it was found that positive brand attitude had a very significant positive (+) effect on customer satisfaction. Fourth, as a result of testing the influence relationship between brand attitude and word of mouth intention, it was found that brand attitude had no significant effect on word of mouth intention. Fifth, as a result of testing the influence relationship between customer satisfaction and word of mouth intention, it was found that satisfaction had a very significant positive (+) effect on customer satisfaction, so Hypothesis 5 was adopted. Finally, it was confirmed that there is a moderating effect through a result of verifying the moderating effect according to the SNS type for the designed research model. In this study, the influence relationship between website information characteristics perceived by website visitors related to dining out information, brand attitude, customer satisfaction, and word of mouth intention was verified. Through this hypothesis test, we would like to present various practical marketing implications for not only academia, where the importance of SNS websites is emerging, but also for the food service industry, which is facing many difficulties due to the COVID-19 crisis. More specific academic and practical implications are as follows. First, the effect between brand attitude, customer satisfaction, and decision-making such as word of mouth intention by applying the attribute of SNS information to the dual processing theory that verified the causal relationship between attitudes and behaviors through the information perceived by consumers in this study. Second, this study has been scientifically verified that there is a difference in the properties of information provided according to the type of SNS. In the end, this study is an academically meaningful precedent study to understand the future behavior of restaurant consumers, such as word of mouth intention. In addition, this study verified consumers can be classified according to the type of SNS that mainly searches for information on food service companies, and the differences between these groups are verified through the devised research model. Practical implication are followed. First, in this study, an independent sample t-test test was first conducted to verify the difference in the mean between measurement factors according to gender based on demographic characteristics. As a result of the analysis, it was found that males had significantly higher averages than females in terms of up-to-dateness, conciseness, brand attitude, and customer satisfaction for the difference in the mean of the measurement variables according to gender. Therefore, it is necessary to identify the needs and wants preferred by men by age group, and strive to continuously update the latest trends and express them in a concise and readable manner. Second, in this study, the SNS app-based (Instagram, Facebook, etc.) according to the type of SNS and those who use the blogs of portals such as Naver or Daum Kwak were distinguished, and the difference between the averages of variables for these two groups was verified. Therefore, in the case of food service companies pursuing SNS marketing using blogs if they can summarize or deliver contents with excellent readability based on the latest information of the company. In addition, foodservice company can more effectively deliver SNS information to consumers who mainly use blogs, and further It will be possible to derive not only the attitude toward the brand, but also satisfaction and word-of-mouth effect. Third, it was found that among the SNS information characteristics, conciseness, reliability, usefulness, and vitality had a direct positive (+) effect on the brand attitude. Therefore, in order to induce a positive brand attitude, concise and concise delivery of information provided on SNS is considered to be important, and reliable information should be provided based on expertise. Fourth, it was verified that only conciseness and usefulness among SNS information characteristics had a significant effect on customer satisfaction. Therefore, in order to increase customer satisfaction and further increase the positive word-of-mouth effect, concise and essential content-centered information about the provided information can be expected to have a positive effect on the consumers who view the information. This study did not overcome several limitations as follows. First, data were collected through an online survey company, but the residence of the survey respondents was not investigated. Second, this study was conducted only focusing on users of microblogs (Insta, Facebook, etc.) and users of blogs (Naver, Daum, etc.) among various dining-related SNS websites. Therefore, in future research, it is thought that a broader investigation of more diverse SNS websites is needed to overcome these limitations. Third, respondents requested a single response rather than multiple responses to the main purpose of using SNS for dining out information search. If these limitations are overcome in the future, it is expected that it will be possible to establish a competitive marketing strategy and present implications for food service companies who are experiencing many difficulties. In addition, it is also expected to help establish meaningful academic grounds in related academic fields.

제품 심미성의 강조가 소비자의 제품평가에 미치는 영향에 대한 연구 : 제품 카테고리의 조절효과를 중심으로

오인애 고려대학교 대학원 2016 국내석사

본 연구에서는 제품의 심미성을 적절히 강조하는 마케팅 전략은 소비자의 제품 평가에 있어 긍정적인 영향을 미치며, 제품카테고리에 따라서 이러한 영향에 조절적 효과를 나타날 것이라는 가정을 세웠다. 즉, 제품이 쾌락재일 경우, 심미성 강조가 아주 강하더라도 제품평가에 긍정적인 영향을 미치는 반면 실용재일 경우, 과도한 심미성의 강조는 제품평가에 해를 끼칠 것이라는 가설을 세우고 이를 실험하였다. 이를 위한 연구1은 피험자들을 쾌락재그룹과 실용재그룹으로 나누었고, 시나리오를 통해 제품의 심미성을 강조한 제품정보를 담은 정보를 살펴보는 구매상황을 가정하여 제품평가에 있어서 심미성 강조에 따른 제품카테고리의 상호작용을 살펴보았다. 연구1의 결과는 모든 제품군에 있어 심미성을 적당히 강조하는 것은 전혀 강조하지 않는 것에 비하여 제품평가에 있어서 긍정적인 영향을 미치는 것으로 나타나 가설1이 지지되었다. 제품카테고리의 조절효과의 경우, 심미성강조와 제품카테고리간 상호작용은 유의하지 않은 것으로 나타났지만 방향성과 기울기를 살펴보았을 때, 쾌락재에 있어서 심미성을 강하게 강조하였을 경우 적당히 강조한 경우에 비하여 피험자가 제품평가에 있어서 더 호의적인 응답을 보였으며, 실용재의 경우에도 마찬가지로 호의적인 응답을 보였으나, 쾌락재에 비하여 효과의 정도가 덜한 것으로 해석할 수 있었다. 연구2는 중립속성의 동일한 제품에 대한 소비목적을 실용적 소비목적과 쾌락적 소비목적으로 조작하여 소비목적을 달리했을 경우에도 제품카테고리의 조절효과와 유사한 조절효과가 나타날 것인가에 대해 추가적으로 살펴보았다. 본 연구는 비록 가설 2,3에 대한 통계적 유의성은 얻지 못했으나 제품의 디자인과 심미성이 소비자들의 구매결정에 점점 더 중요한 영향을 미치는 요인으로 인식되는 상황에서 심미성이라는 속성이 제품평가에 미치는 영향과 그 조절 변수를 연구했다는 것에 큰 실무적 의의가 있다고 할 수 있다. 또한, 기존의 심미성 혹은 아름다움에 관한 연구들이 두 갈래의 연구결과들이 상충하여 나타났던 상황에서 본 연구는 심미성이 어떠한 경우에 제품평가에 긍정적/부정적인 효과를 나타내는지 살펴보았다는 데에 이론적 의미가 있다.

SNS 정보 특성이 도시 브랜드 충성도에 미치는 영향 : 서울시를 중심으로

이수령 중앙대학교 대학원 2022 국내석사

도시 발전과 경쟁의 세기였던 2l세기에 도시 마케팅은 시대에 따라 생겨나기 시작했다. 도시 브랜드를 만들고 전파하는 것은 도시의 인지도를 높이는 중요한 길인데 도시 브랜드 홍보의 중요한 통로로 SNS 채널은 주목받고 있다. 본 연구는 선행연구를 통해 SNS 정보 특성인 정보의 품질, 정확성, 최신성, 정보원의 전문성, 신뢰성과 도시 브랜드 충성도 간의 구조적 관계를 살펴보았으며, 브랜드 이미지와 브랜드 태도의 매개효과를 분석하였다. SNS 플랫폼에서 도시 브랜드에 관한 정보가 증가추세를 보이고 있기 때문에 SNS 정보와 도시브랜드간의 관계의 중요성이 확대되고 있음을 알 수 있다. 이에 SNS 정보 특성이 도시브랜드에 미치는 영향을 파악할 필요가 있다. 본 연구 결과에 따르면, 5개의 SNS 정보특성 중 도시 브랜드 이미지와 브랜드 태도에 현저한 영향을 미치는 정보 특성은 정보의 품질, 정확성, 전문성으로 나타났다. 정보의 최신성은 도시 브랜드 이미지에만 긍정적인 영향을 미치고 브랜드 이미지와 브랜드 태도는 모두 브랜드 충성도에 긍정적인 영향을 주는 것으로 확인하였다. 매개효과 검증에서는 정보의 품질과 브랜드 충성도, 브랜드 이미지와 브랜드 충성도 간에 유의한 결과가 나타났으나, 정보의 품질과 브랜드 충성도 사이에 브랜드 이미지에 대한 매개효과는 유의하지 않아 완전매개 효과가 있다는 것을 확인할 수 있다. 정보의 품질과 브랜드 충성도 사이에 브랜드 태도에 대한 매개효과는 부분매개 효과가 있는 것을 확인할 수 있다. 정확성과 브랜드 충성도 사이의 브랜드 이미지와 브랜드 태도에 대한 매개효과 역시 부분 매개효과가 있으며 최신성과 브랜드 충성도과 사이의 브랜드 이미지에 대한 매개효과도 부분 매개효과로 확인되었다. 또한 전문성과 브랜드 충성도 사이의 브랜드 이미지와 브랜드 태도에 대한 매개효과 역시 부분 매개효과로 확인되었다. 본 연구는 도시 관리자에게 SNS를 활용하여 도시 브랜드 형성에 시사점을 제안하고자 하였다. 또한 향후 연구에서는 다양한 요인들을 확대 적용하여 SNS 정보와 도시 브랜드의 영향 관계를 검증하는 것을 기대할 것이다. Urban marketing began to emerge with the times in the 2l century, when it was a century of urban development and competition. Creating and spreading city brands is an important way to raise the city's awareness. SNS channels are attracting attention as an important channel for promoting urban brands. Through previous studies, this study examined the structural relationship between urban brand loyalty, and analyzed the mediating effect of brand image and brand attitude, such as quality, accuracy, update, and information source expertise. Since information on urban brands is on the rise on the SNS platform, it can be seen that the importance of the relationship between SNS information and urban brands is expanding. Accordingly, it is necessary to understand the effect of SNS information characteristics on urban brands. According to the results of the fractional study, among the five SNS information characteristics, the information characteristics that significantly affect the urban brand image and brand attitude were found to be the quality, accuracy, and expertise of information. The up-to-dateness of information will have a positive effect only on the image of the city brand. In addition, it was confirmed that both brand image and brand attitude had a positive effect on brand loyalty. In the mediating effect verification, there were significant results between information quality and brand loyalty, but there was no significant mediating effect on brand image between information quality and brand loyalty, so it was confirmed that there was a complete mediating effect. It can be seen that the mediating effect on brand attitude between the quality of information and brand loyalty has a partial mediating effect. The mediating effect on brand image and brand attitude between accuracy and brand loyalty was also confirmed as a partial mediating effect, and the mediating effect on brand image between latestness and brand loyalty was also confirmed as a partial mediating effect. In addition, the mediating effect on the brand image and brand attitude between professionalism and brand loyalty was also confirmed as a partial mediating effect. This study attempted to suggest implications for the formation of urban brands by using SNS to urban managers. In addition, future research is expected to verify the influence relationship between SNS information and urban brands by expanding and applying various factors.

신제품의 속성과 제품범주 간의 불일치성이 신제품 태도에 미치는 영향

장지나 서울대학교 대학원 2009 국내석사