사회관계망 분석을 활용한 디지털 시대의 레스토랑 선택속성 연구: 소고기 음식점을 중심으로 = A Study of Restaurant Choice Factors in the Digital Age Using Social Network Analysis: Focusing on Beef Restaurants

다국어 초록 (Multilingual Abstract)

This study utilizes social network analysis and online text mining to deeply analyze the factors that consumers consider important when choosing a beef restaurant. Empirical verification was conducted to examine how food quality, price, restaurant atmosphere, and staff service, which are the main keywords mentioned by consumers of beef restaurants, affect consumer satisfaction and revisit intention. The results of the study showed that food quality, price, and atmosphere of the restaurant, as well as the service of the staff, have a positive effect on satisfaction and intention to revisit. Food quality, price and atmosphere were found to be the main factors that positively influence word-of-mouth intentions, while staff service was not adopted as factor that positively influence word-of-mouth intentions. This suggests that although staff service is factor that affects consumer satisfaction, it was not adopted as word-of-mouth intention factor as it is a subjective judgment factor.
This study contributes to the understanding of consumer behavior, which reflects the consumption trends of the digital age and allows consumers to quickly decide where to eat out through mobile search. It is also expected to provide important insights for marketers and entrepreneurs in the restaurant industry to establish efficient marketing strategies, and to help them set more targeted marketing directions through in-depth analysis of restaurant selection factors.