SNS 정보가 호텔 고객의 브랜드 태도 및 행동의도에 미치는 영향 -이중처리과정 이론(Dual Process Theory)의 적용- = Effect of Information of SNS on the Brand Attitude and Behavioral Intention -Application of the Dual Process Theory-

다국어 초록 (Multilingual Abstract)

This study is to understand the consumer`s change of brand attitude and behavior intention through the process of determining the large amount of information by SNS. We study that the decision-making process in the relationship through a dual process theory to verify. SNS persuasive message of the specific research methods suitable to extract information processing factors on information usefulness for acceptance according to brand attitude, and as a result the consumer behavioral intention to structure causal relationship. The results of this study in this paper was dealing with the main agenda in the dual-process theory of Heuristic-Systematic Model tested in the SNS is meaningful. Also need to pay attention to eventually consumers of information processing are not simple to acquire information through SNS without persuasive communication bidirectional switch was made, and the mechanism of information that affects the company`s brand attitudes and behavioral intention.