외식기업의 온라인 소셜 네트워크 서비스(SNS)특성이 고객만족 및 이용의도에 미치는 영향에 관한 연구 : 확장된 기술수용모델(TAM)을 중심으로

다국어 초록 (Multilingual Abstract)

The Study of the Effects of On-line Social Network Service Differences on Customer Satisfaction and Intention of the Use : Focused on the Extended Technology Acceptance Model

Recently there are intention of SNS and its use in Food Industry as increasing SNS users due to the advent of Web 2.0 and the launch of Smart Phone. This study tries to expand Extended Technology Acceptance Model(ETAM) applied to the effects of SNS differences on customer satisfaction and intention of the use when restaurant customers search its information. That means it shows the adoption process of restaurants customers in on-line SNS using technical differences, individual differences, and social differences as independent variables, perceived usefulness and perceived ease of use as mediators, and customer satisfaction and intention of continuous use as dependent variables.
Survey is carried out for 20days - from 5th September to 24th September, 2011 - targeting customers having searched restaurants information by SNS within 3 months. Total 419 samples(83.8%) are used for the empirical research.
The results of this study are blows.
First, customers searching restaurants informations by SNS are not only twenties but thirties and forties. About 78% of them search restaurant information by SNS more than once a week. It shows restaurants use SNS as a marketing tool effectively. Second, this study research broadly SNS differences as technical differences, individual differences, and social differences when searching restaurant informations. The results show the more perceived enjoyment of individual differences, the more perceived ease of use and perceived usefulness. On the other hand, social influence of social differences has no effects on perceived ease of use and perceived usefulness. Third, it shows the Extended Technology Acceptance Model of Davis(1989) is very useful in explaining customer behaviors using SNS when searching restaurant informations. Fourth, there are differences among system quality, information quality, and personal innovativeness significantly by verification of the difference according to SNS types.
Followings are academic suggestions of this study. First, this study develops unified model concerning SNS types and researches empirically. Second, it tries to expand ETAM to suit when searching restaurant informations by SNS. Third, it examines SNS differences empirically concerning not only technical differences but individual differences and social differences at the same time. Fourth, it is thought the importance of mediators by direct/indirect and total analyze among constructs in strategic level.
The last is practical suggestions of this study. First, perceived enjoyment of restaurant customers makes important role in SNS marketing. Second, perceived ease of use has the biggest effects among variables when searching restaurant informations by SNS. Third, it is very important to use SNS effectively as communication and marketing tool in restaurants.
The limitations of this study are 1) survey restricted Seoul and Gyunggi, 2) omission of the items measured SNS use in restaurant marketing to show characters of restaurant types, 3) necessity of many studies using other attributes variously as SNS variables, 4) omission of the comparison between users and nonusers of SNS, and 5) necessity of model expansion applied to various variables.

목차 (Table of Contents)

• 제 1 장 서론 1
• 제 1 절 문제 제기 1
• 제 2 절 연구목적 4
• 제 3 절 연구방법과 구성 5
• 제 2 장 이론적 배경 8
• 제 1 절 소셜 네트워크 서비스(SNS) 8
• 1. SNS의 개념 및 특징 8
• 2. SNS의 분류 9
• 제 2 절 기술수용모델 13
• 1. 기술수용모델(TAM) 13
• 2. 확장된 기술수용모델(ETAM) 16
• 제 3 절 SNS의 기술적 특성 18
• 제 4 절 SNS의 개인 특성 21
• 제 5 절 SNS의 사회적 특성 25
• 제 6 절 고객만족 30
• 제 7 절 지속적 이용의도 32
• 제 3 장 연구설계 35
• 제 1 절 연구모형 및 연구가설 설정 35
• 1. 연구모형 35
• 2. 연구가설 36
• 제 2 절 변수의 조작적 정의 및 측정도구 49
• 1. 기술적 특성 49
• 2. 개인 특성 50
• 3. 사회적 특성 52
• 4. 지각된 용이성 54
• 5. 지각된 유용성 54
• 6. 고객만족 55
• 7. 지속적 이용의도 56
• 제 3 절 실증조사의 설계 57
• 1. 설문지 구성 57
• 2. 표본의 선정 58
• 3. 자료분석 방법 59
• 제 4 장 연구분석 및 결과 61
• 제 1 절 표본의 일반적 특성 61
• 1. 인구통계적 특성 61
• 2. 기술분석 68
• 제 2 절 측정항목의 신뢰성 및 타당성 검증 74
• 1. 탐색적 요인분석과 신뢰성 검증 74
• 2. 확인적 요인분석을 통한 타당성 검증 78
• 3. 상관분석 81
• 제 3 절 가설 검증 83
• 1. 연구모형의 분석 83
• 2. 연구가설의 검증 86
• 3. 직·간접 효과 93
• 제 4 절 추가 검증 95
• 1. 선호하는 SNS유형별 SNS특성의 차이검증 95
• 2. 인구통계적 특성에 따른 SNS특성의 차이검증 99
• 제 5 장 결론 102
• 제 1 절 연구결과의 요약 102
• 제 2 절 시사점 104
• 제 3 절 연구의 한계 및 향후 연구방향 106
• 참고문헌 108
• 설문지 125
• Abstract 132