Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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Effects of SNS Social Capital on Trust and Purchase Intention of Food Products: Focused on the Moderating Effects of Perceived Risk and SNS Receiver Characteristics

SNS 사회적 자본이 외식상품 신뢰와 구매의도에 미치는 영향: 지각된 위험과 SNS 수신자 특성의 조절효과를 중심으로

  • Lee, Hyoung-Ju (Dept. of Business Administration, Kyonggi University) ;
  • Han, Ji-Soo (Dept. of Food Service Management and Culinary, Hyejeon University)
  • 이형주 (경기대학교 경영학부) ;
  • 한지수 (혜전대학교 호텔조리외식계열)
  • Received : 2016.08.27
  • Accepted : 2016.10.10
  • Published : 2016.10.31
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Abstract

The purpose of this study was to verify the effects of two types of social capital on trust and purchase intention of food products. In addition, the moderating roles of perceived risk and SNS receiver characteristics were also examined. The survey for this study was conducted from the 17th to the 30th of June, 2016 through SNS using the convenience sampling method. A total of 230 responses were collected, of which 200 were used for analysis, after excluding responses containing missing data. Multiple regression and moderated regression were conducted to verify the hypotheses. The results from this study are as follows. First, it was found that social capital (bridging social capital and bonding social capital) had an effect on trust of food product. Second, perceived risk of food product was found to moderate the relationship between social capital (bridging social capital and bonding social capital) and trust. Third, trust of food product significantly impacted purchase intention. Fourth, SNS receiver characteristics of food product were found to moderate the relationship between trust and intention;, and trust of food product was found to mediate the relationship between bridging social capital and purchase intention.

본 연구에서는 SNS 사회적 자본이 외식상품 신뢰와 구매의도에 미치는 영향력을 살펴보고, 특히 지각위험과 SNS 수신자 특성의 조절효과에 대해 실증분석을 통해 검증하고자 하였다. 자료수집은 2016년 6월 17일부터 6월 30일까지 실시하였으며, 편의표본추출법(convenience sampling)에 의해서 서울 경기 지역에서 SNS를 경험해 본 외식 소비자를 대상으로 조사를 진행하였다. 설문지는 230부를 배포하였으며, 이 중 불성실하게 응답했거나, 연구목적에 부합하지 않는 설문지를 제외한 유효한 자료 200부를 분석에 사용하였다. 분석결과, 첫째, SNS 상에서의 사회적 자본(연결적 사회자본, 결속적 사회자본)이 모두 외식상품 신뢰에 유의한 영향을 미치는 것으로 나타났다. 둘째, 지각된 위험은 SNS상에서의 사회적 자본과 신뢰 간에 조절역할을 하는 것으로 나타났다. 셋째, 외식상품에 대한 신뢰는 구매의도에 유의한 영향을 미치는 것으로 나타났다. 넷째, SNS 수신자 특성은 외식상품에 대한 신뢰와 구매의도간에 조절역할을 하는 것으로 나타났다.

Keywords

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