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

다국어 초록 (Multilingual Abstract)

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.

목차 (Table of Contents)

• Ⅰ. 서 론 1
• 1. 연구의 배경 1
• 2. 연구의 목적 3
• 3. 연구의 방법과 구성 4
• 1) 연구 방법 4
• 2) 연구 구성 5
• Ⅱ. 이론적 배경 7
• 1. 국내 외식산업의 현황 7
• 1) 국내 외식업체의 성장 및 동향 7
• 2) SNS의 성장 및 외식산업에 대한 영향 9
• 2. 이중처리과정이론 11
• 1) 이중처리과정이론의 정의 11
• 2) 이중처리과정의 선행연구 15
• 3. SNS 정보특성 18
• 1) SNS 개념 및 유형 18
• 2) SNS 정보특성의 개념 20
• 3) SNS 정보특성에 관한 선행연구 26
• 4. 브랜드 태도 29
• 1) 브랜드 태도의 정의 29
• 2) 브랜드 태도의 선행연구 30
• 5. 고객만족 33
• 1) 고객만족의 정의 33
• 2) 고객만족의 선행연구 34
• 6. 구전의도 37
• 1) 구전의도의 정의 37
• 2) 구전의도의 선행연구 38
• Ⅲ. 연구설계 및 연구방법 41
• 1. 연구모형 및 가설설정 41
• 1) 연구모형 41
• 2) 가설설정 42
• 3) 변수의 조작적정의 48
• 4) 설문지 구성 52
• 2. 연구방법 53
• 1) 조사 설계 및 자료수집방법 53
• 2) 분석방법 53
• IV. 실증분석 및 결과 55
• 1. 기초통계 분석 55
• 1) 외식정보 SNS 사용자의 인구통계학적 특성 55
• 2) 외식정보 SNS 사용자의 외식정보 이용에 관한 일반적 특성 57
• 2. 측정변수의 신뢰도 검증 59
• 1) SNS 정보특성 신뢰도 분석결과 59
• 2) 브랜드태도 신뢰도 분석결과 61
• 3) 고객만족 신뢰도 분석결과 62
• 4) 구전의도 신뢰도 분석결과 63
• 3. 인구통계학적 특성과 측정요인 간의 차이 분석 64
• 1) 성별과 측정요인 간의 t-test 분석결과 64
• 2) SNS 유형에 따른 측정요인 간의 t-test 분석결과 65
• 4. 상관관계분석 66
• 5. 구조방정식 모델 분석 68
• 1) 타당성 검증 68
• 2) 모델 적합성 검증 73
• 3) 학인적 요인분석 결과 75
• 4) 구조방정식 모형분석을 통한 가설검증 결과 77
• 5) 외식정보 검색사이트 유형에 따른 조절효과 검증 82
• V. 결론 및 시사점 86
• 1. 연구결과 요약 86
• 2. 연구의 시사점 90
• 1) 학문적 시사점 90
• 2) 실무적 시사점 92
• 3. 연구의 한계점 및 향후 연구방향 94
• 참고문헌 96
• 부 록 108
• Abstract 114
• 감사의 글 121