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Effects of Consumers on the Use of Social Networks and the Purpose of Visiting Restaurants

소비자의 SNS사용이 외식업체 방문의도에 미치는 영향

  • Jung, Young-Ju (Dept. of Food Service Management & Curinery Art, Gyeong Ju University)
  • 정영주 (경주대학교 외식조리학부)
  • Received : 2018.04.23
  • Accepted : 2018.06.20
  • Published : 2018.06.28

Abstract

This study used a learner acceptance model to investigate the effect of SNS characteristics on user satisfaction and visit intention. A structured self - report questionnaire was administered to 172 college students. Structural equation modeling was applied using SPSS 18.0 and AMOS 22.0. The results of this study are as follows: First of all, the usefulness of informativeness did not affect the usability of the extracted SNS characteristics, and the usability did not affect usability. (+) Influence of. The characteristics of SNS can be utilized as a marketing tool to increase customer 's use and influence the customer' s intention to visit and further to create customers. In the future, various age groups will have to be surveyed. By examining the correlation between the degree of food companies' involvement in SNS and consumer visits, one can see how SNS activities of restaurant companies affect marketing activities.

Keywords

SNS;Technology Acceptance Model;Usability;Usability;Satisfaction;Visiting Intention

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