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The Effects of Perceived Social Network Service (SNS) Values on Satisfaction, Brand Love and Intention to Co-create in the Coffee Industry
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커피 브랜드 Social Network Service (SNS)의 지각된 가치가 만족도, 브랜드 사랑 및 공동가치창출의도에 미치는 영향

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Type
Academic journal
Author
Kwon, Ah-Min (경희대학교) Namkung, Young (경희대학교)
Journal
Korean Hospitality and Tourism Academe Korean Journal of Hospitality & Tourism Vol.31 No.7(Wn.143) KCI Accredited Journals
Published
2022.10
Pages
137 - 156 (20page)
DOI
10.24992/KJHT.2022.10.31.07.137

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The Effects of Perceived Social Network Service (SNS) Values on Satisfaction, Brand Love and Intention to Co-create in the Coffee Industry
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Despite the prolonged COVID-19 damage, global coffee industries are rapidly growing, and so are in Korea. The highly competitive management environment requires differentiated marketing methods, and Social Network Services (SNS) can be an option. Drawing upon the current situation that the coffee industry is facing, this study aims to demonstrate the relationship among SNS values, satisfaction, also the emotional and behavioral reaction of customers by employing the uses and gratification theory. A total of 406 samples were collected and the PLS-SEM method was conducted to assess the research hypothesis. The research results can be summarized as follows: First, customers can perceive various SNS values: information-seeking, economic, entertainment, and self-expressive value. Second, two second-order factors of SNS values, SNS utilitarian value, and SNS hedonic value, significantly have positive effects on SNS satisfaction. Third, SNS satisfaction significantly affects brand love and intention to co-create. Fourth, brand love has a significant and positive effect on the intention to co-create. The results of this study can suggest theoretical and practical implications in that this research explains the comprehensive relationship between the online marketing strategies of coffee brands and the offline outcome of their customers.
#SNS values #SNS satisfaction #Brand love #Intention to co-create #Uses and gratification theory #Coffee industry #SNS 가치 #SNS 만족 #브랜드 사랑 #공동가치창출의도 #이용과 충족이론 #커피 산업

Contents

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 연구결과
Ⅴ. 결론
참고문헌
국문초록

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