Social Shopping Site를 통해 구입한 외식업체 쿠폰 특성이 고객만족도와 향후 행동의도에 미치는 영향 = 패밀리레스토랑을 중심으로

다국어 초록 (Multilingual Abstract)

The purpose of this study was to understand the effect of the characteristics of coupons purchased through a social shopping site upon customer satisfaction and future behavior intention, Based on total 332 samples who had bought franchise restaurant coupons and used them before, this study reviewed reliability and fitness of the research model and verified total 4 hypotheses with AMOS and SPSS program, The hypothesized relationships among the models were tested simultaneously by using a structure equation model (SEM), The proposed model provided an adequate fit to the data, χ²=309,795(df=103, p<,001), CMIN/DF=3,008, RMR=,103, GFI=,912, NFI=,927, CFI=,950, RMSEA=,074, The result showed that the coupon proneness (β =,645) and price sensitivity (β=-,315) had a significant influence on restaurant satisfaction (p<,001) and only coupon proneness (β=1,040) had a significant influence on coupon satisfaction (p<,001), Also, restaurant satisfaction had a positive significant influence on restaurant customers` revisit intention (β=,603, p<,001) and coupon users` repurchase intention (β=,335, p<,001), Furthermore, coupon satisfaction had a positive significant influence on coupon repurchase intention (β=,353, p<,001) but had a negative significant influence on restaurant revisit intention (β=-,263, p<,001), Limitations and future research directions were also discussed.