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KMID : 0665220150280030358
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Korean Journal of Food and Nutrition
2015 Volume.28 No. 3 p.358 ~ p.368
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Analysis of Differences in the Perceived Ease of Use, Service Value and Online Mouth-to-mouth Intention according to the Catering Companies Use SNS Features
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Oh Wang-Kyu
Lim Hyun-Cheol
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Abstract
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The study is focused on analyzing the SNS using characteristics of the people surveyed, as for the SNS acceptance channel of the food service corporations, accounted voluntarily for 71%. The SNS food service information regarding information of menu, location of store, price, coupon, taste evaluation, event, promotion, reservation and store atmosphere was researched. The most preferred information sharing for SNS food service were researched and found Facebook, blog and others in increasing order. The most preferred media to obtain SNS food service information were smart phone, desktop computer and others. The result of verifying differences in the perceived ease of use were also evaluated according to the food service corporation of SNS using characteristics of the people and was found: the longer period of SNS use, longer was access time: more number of visiting times, higher perceived ease of use. As for the difference in the perceived service value: longer the period of SNS use, more preferred was the blog: the more number of visiting times, the higher perceived service value. As for the difference in the online mouth-to-mouth intention: longer the period of SNS use, longer was access time: the more number of visiting times, the higher online mouth-to-mouth intention. Therefore, these research results provide useful implications in the working-level aspects such as providing basic data and the academic approach of the study, when the food service corporations establish marketing strategies through SNS.
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KEYWORD
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SNS(Social Network Services) , TAM(Technology Acceptance Model) , perceived ease of use , perceived service value , online mouth-to-mouth intention
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