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KMID : 1011620200360020178
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Korean Journal of Food and Cookey Science
2020 Volume.36 No. 2 p.178 ~ p.188
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A Study on Marketing Communication Strategy Using Analysis of Interrelationships among Image-Based SNS Restaurant Information Characteristics, Consumers’ Attitude toward Information and Purchase Intention
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Nam A-Young
An Hyo-Been
Yoon Ji-young
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Abstract
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Purpose: The purpose of the study was to examine the association between image-based SNS restaurant information characteristics, consumers’ attitudes toward information and purchase intention to suggest a proper marketing communication strategy for the restaurant industry.
Methods: The data was collected by an online survey for six days. Multiple regression analysis and stepwise regression analysis were mainly used to analyze the relationships of the variables with a total of 413 sets of responses.
Results: All four of image-based SNS restaurant information characteristics had significantly positive effects on purchase intention (p<0.001). Information characteristics of sharing, usefulness, and conciseness had a positive effect on consumers’ sympathetic attitude (p<0.01). On the other hand, all four characteristics including reliability had an influence on opinion-leading attitude (p<0.05). Consumers’ both sympathetic and opinion-leading attitudes had positive effects on purchase intention and revealed partial mediating effects on the relationship between image-based SNS restaurant information characteristics and consumers’ purchase intention.
Conclusion: As a result, consumers with sympathetic or opinion-leading attitudes may have an influence on the eWOM(Electronic word of mouth) effect, and especially the suggestion of consumers with opinion-leading attitude had the stronger influence on other consumers’ purchase behavior. In conclusion, information produced by consumers is considered more credible than the information offered by restaurants.
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KEYWORD
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image-based SNS, information characteristics, consumers’ attitude toward information, purchase intention
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