외식기업 SNS 사용 특성에 따른 지각된 사용 용이성, 서비스가치 및 온라인 구전의도의 차이 분석 = Analysis of Differences in the Perceived Ease of Use, Service Value and Online Mouth-to-mouth Intention according to the Catering Companies Use SNS Features

다국어 초록 (Multilingual Abstract)

The study is focused on analyzing the SNS using characteristics of the people surveyed, as for the SNS acceptance channel of the food service corporations, accounted voluntarily for 71%. The SNS food service information regarding information of menu, location of store, price, coupon, taste evaluation, event, promotion, reservation and store atmosphere was researched. The most preferred information sharing for SNS food service were researched and found Facebook, blog and others in increasing order. The most preferred media to obtain SNS food service information were smart phone, desktop computer and others. The result of verifying differences in the perceived ease of use were also evaluated according to the food service corporation of SNS using characteristics of the people and was found: the longer period of SNS use, longer was access time: more number of visiting times, higher perceived ease of use. As for the difference in the perceived service value: longer the period of SNS use, more preferred was the blog: the more number of visiting times, the higher perceived service value. As for the difference in the online mouth-to-mouth intention: longer the period of SNS use, longer was access time: the more number of visiting times, the higher online mouth-to-mouth intention. Therefore, these research results provide useful implications in the working-level aspects such as providing basic data and the academic approach of the study, when the food service corporations establish marketing strategies through SNS.

참고문헌 (Reference)

1 이경탁, "소비자의 지각된 가치가 소셜커머스 이용의도에 미치는 영향" 한국마케팅학회 13 (13): 135-161, 2011

2 진동욱, "모바일 상거래성과의 영향요인에 관한 연구" 국제e-비즈니스학회 7 (7): 185-213, 2006

3 심선희, "모바일 SNS속성이 관계형성과 정보공유를 매개로 사용자 만족도에 미치는 영향" 한국품질경영학회 40 (40): 60-72, 2012

4 Lin KY, "Why people use social networking sites:An empirical study integrating network externalities and motivation theory" 27 : 1152-1161, 2011

5 Lin J. Chuan-Chuan, "Towards an understanding of the behavioral intention to user a website" 20 : 197-208, 2000

6 Lee SN, "The study on the effect of personal characteristics, interpersonal influence and social capital on online word of mouth on SNS" Hanyang Univ. Seoul 2013

7 Seong HJ, "The study of the effects of on-line social network service differences on customer satisfaction and intention of use" Kyunghee Univ. 2012

8 Wulf KD, "The role of pleasure in website success" 43 : 434-446, 2006

9 Agarwal R, "The role of innovation characteristics and perceived voluntariness in the acceptance of information technologies" 28 : 557-582, 1997

10 Shim SH, "The effects of the information privacy concern on the interaction between SNS users" PuKyong National Univ. 2012

11 Lim YH, "The effects of the food industry's social network service on customer value, customer satisfaction and behavioral intention" Kyonggi Univ. 2013

12 Yang K, "The effects of consumer perceived value and subjective norm on mobile data service adoption between American and Korean consumers" 16 : 502-508, 2009

13 Noh SD, "The effects of SNS characteristics on the coffee shop consumption promotion" Ewha Womans Univ. 2014

14 Oh MH, "The effect of consumer attitude toward fashion products on SNS's characteristics to purchase intention and on-line word of mouth" Kookmin Univ. 2013

15 Park JS, "The effect of SNS’s characteristics using TAM on customer satisfaction and the intention of use" Kyunghee Univ. 2013

16 Park TH, "The effect of SNS information quality on customer perceived values, attitude and usage intention" Kyunghee Univ. 2014

17 Smith G, "Social software building blocks"

18 Boyd DM, "Social network sites : Definition, history, and scholarship" 13 : 210-230, 2007

19 Chae SI, "Social Science Research Methods" Hyeonhaksa 1998

20 곽비송, "SNS 특성이 레스토랑의 몰입 및 신뢰 그리고 행동의도에 미치는 영향" 동북아관광학회 9 (9): 103-123, 2013

21 Gipp N, "Perceived value of corporate donations : An empirical investigation" 13 : 327-346, 2008

22 Davis FD, "Perceived usefulness perceived ease of use, and user acceptance of information technology" 13 : 319-340, 1989

23 Mislove A, "Measurement and analysis of online social networks" 29-42, 2007

24 Je MJ, "Major in food business, department of hotel and tourism management" Dongguk Univ. 2011

25 "Korea Internet and Security Agency"

26 Liao Z, "Internet baced e-shopping and consumer attitudes : An empirical study" 38 : 299-306, 2001

27 Molla A, "E-commerce success : An attempt to extend and respecify the Deline and Maclean model of IS success" 12 : 131-141, 2001

28 Dickinger A, "Coupons going wireless : Determinants of consumer intentions to redeem mobile coupons" 22 : 23-39, 2008

29 Ettinger WH, "Consumer-perceived value : The key to a successful business strategy in the healthcare marketplace" 46 : 111-113, 1998

30 Holbrook MB, "Assessing the roles of emotions as mediators of consumer responses to advertising" 14 : 404-420, 1987

31 Kim GS, "Analysis of the Amos 18.0 Structural Equation Model" Hannarae Publishing Co 2010

32 Mittal B, "An integrated framework for relating diverse consumer characteristics to supermarket coupon redemption" 31 : 533-544, 1994

33 Pfeil U, "Age differences in online social networking-A study of user profiles and the social capital divide among teenagers and older users in MySpace" 25 : 643-654, 2009

34 Choi MS, "A study on the influence of factors such as personal innovativeness, social influence and user interface on smart phone acceptance: Based on an expanded technology acceptance model" Ewha Womans Univ. 2011

35 Lee SH, "A study on the influence of SNS acceptance incentives and characteristics to the consistent use intent of it by using TAM (Technology Acceptance Model)" Dong-eui Univ. 2007

36 Kim DJ, "A study on the influence factors for user satisfaction and continuous usage of social network game" Chung-Ang Univ. 2011

37 Jang JM, "A study on the factors influencing on trust, satisfaction and purchase intention of SNS search services" Konkuk Univ. 2011

38 Choi YU, "A study on the brand blog utilization and performance" Korea Univ. 2006

39 Lim GH, "A study on customer satisfaction by mobile advertisement" Kongju National Univ. 2003

40 Choi H, "A qualitative study on the important use quality deduction in the mobile computing service : Focused on the mobile data service" 6 : 145-147, 2006

41 Cronin JJ, "A cross-sectional test of the effect and conceptualization of service value" 11 : 375-391, 1997

42 Jang HS, "A comparative study on the effects of the internet shopping mall’s characteristics on trust and purchase intention:Focused on Korea and China" Yeungnam Univ. 2006

43 Lee JH, "10 Kinds of Faces of SNS" Communication Books Co 2013