외식정보를 제공하는 SNS 특성이 관계몰입과 관계유지의도에 미치는 영향에 관한 연구 = 외식정보 이용자를 대상으로

다국어 초록 (Multilingual Abstract)

In this study, research has been carried out by primarily understanding the characteristics of SNS and by accurately drawing out the main factors of SNS, while studying its effects on relationship commitment and relationship retention intention of the users who have used and experienced restaurant information via SNS, and, then, by performing an empirical analysis on how SNS influences consumer behavior. According to the result of this study, research show that, first of all, interactivity and perceived pleasure, which correspond to the characteristics of SNS providing restaurant information, have a positive (+) effect on the emotional commitment of the users, whereas such characteristics do not have any effect on relationship and social presence. Secondly, according to this research, relationship and perceived pleasure, which are the characteristics of SNS providing restaurant information, have a positive (+) effect on the calculative commitment of the users, whereas such characteristics do not have any effect on interactivity and social presence. Finally, this study shows that the relationship commitment, such as affective commitment and calculative commitment, to the SNS providing restaurant information has a positive (+) effect on the relationship retention intention. Recently, SNS has been recognized not only as an important part of the everyday lives of each individual living in our current society but also as one of the main business areas in today’s internet environment. Consumers may upload postings of their reviews on restaurants through an online community or through his (or her) blog, so as to provide users with information or to allow users to exchange their opinions online through a two-way communication, thereby gaining and building more trust between one another. Therefore, by using the SNS characteristics proposed in this study, restaurants may propose a wide range of suggestions in order to consistently and extensively provide marketing strategies to current and potential customers. And, in addition to an academic approach, this study also seeks to provide useful assistance in the practical aspect.