소셜미디어 이용 동기의 영향력에 관한 연구: 외식 프랜차이즈를 중심으로
The Study on the Effect of Social Media Use Motivation: Focused on the Eating-Out Franchise Industries
- 발행
- 2015 등록이 논문은 발행 시점을 확인하지 못해 원문 등록일을 적었습니다. KCI가 2005~2008년에 옛 논문을 몰아서 올린 탓에, 그 시기 등록분은 발행보다 평균 3~5년 늦습니다. 실제 발행연도는 더 이를 수 있습니다.
- 출처
- 국내 KCI
- DOI
- 10.24878/tkes.2015.10.2.50
- 원문
- 원문 보기 ↗
개념
키워드
Social media usage motivation, Availability of information search, Availability of alternative assesment, Customer satisfaction with social media., Social media usage motivation, Availability of information search, Availability of alternative assesment, Customer satisfaction with social media.
초록
Although social media is relatively new trend, it is rapidly spreading and the conversations on social network sometimes can influence the reputation of brands, sales volume and degree of potential clients.
 Considering that many social media already started services in dining business with intense globalization, customers may experience many confusing issues during the decision making for choosing dining option. Thus marketing or media managers should focus on establishing platforms to reduce customers information ambiguity and facilitate customer’s decision making using social media.
 This study examines the effects of the customer’s usage motivation of social media of eating-out franchise on customers satisfaction which are mediated by availability of information search and alternative assessment.
 All measures are adapted from or developed based on prior research. Data for the study were collected from a cross-sectional sample of franchisor's social media users who have used social media within three months. Questionnaires were distributed to 313 social media users. Of these, 223 usable questionnaires were analyzed. To analyze the data, a structural equation mode