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Effects of SNS marketing characteristics of food service companies on purchasing behavior : Moderating effects of consumption value
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외식기업 SNS 마케팅 특성이 구매행동에 미치는 영향 : 소비가치의 조절효과

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Type
Academic journal
Author
Yoo, Min-Ji Jeong, Gyu-seon (강릉원주대학교) Kim, Ok-Hyun (한성대학교)
Journal
Korean Hospitality and Tourism Academe Korean Journal of Hospitality & Tourism Vol.27 No.3(Wn.107) KCI Accredited Journals
Published
2018.4
Pages
101 - 115 (15page)
DOI
10.24992/KJHT.2018.04.27.03.101.

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Effects of SNS marketing characteristics of food service companies on purchasing behavior : Moderating effects of consumption value
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Research history (2)

2018

Effects of SNS marketing characteristics of food service companies on purchasing behavior : Moderating effects of consumption value
Yoo ,  Min-Ji ,  Jeong Korean Journal of Hospitality & Tourism 2018.04 Academic journal
he Effects of SNS Marketing Characteristics of Food Service Companies on Purchasing Behavior
유민지 호텔관광외식경영학과 2018.01 Thesis
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Abstract· Keywords

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The purpose of this study was to: 1) identify the types and degree of SNS by using the customer who consumes the food service company as a population; 2) identify the influential relationship between SNS marketing and customer’s purchasing behavior; and 3) empirically investigate the influential relationship between SNS marketing characteristics and purchasing behavior. Data were collected via a self-description questionnaire from Oct. 16th, to Oct. 31, 2017. A total of 400 questionnaires were collected and 274 (68.5%) valid samples were analyzed using the SPSS 21.0 programs to test the hypotheses of this research. The study results can be summarized as follows. First, among the characteristics of SNS marketing, pleasure and information have a significant effect on purchase behavior, but sociability did not have a significant effect. Second, when comparing SNS marketing characteristics and purchasing behavior, in terms of moderating effect of consumption value, among the characteristics of SNS marketing, consumption value, pleasure and social value were found to have a moderating effect respectively. However, it was analyzed that the remaining factors (functional value, economic value) did not have a moderating effect.
#SNS(social network service) Marketing #Consumption Value #Purchasing Behavior #Food-service Company #소셜 네트워크 서비스 마케팅 #소비가치 #구매행동 #외식기업

Contents

Abstract
Ⅰ. 서론
Ⅱ. 이론적 고찰
Ⅲ. 연구 설계
Ⅳ. 실증분석
Ⅴ. 결론
참고문헌
국문초록

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UCI(KEPA) : I410-ECN-0101-2018-323-002037680