SNS를 통한 외식정보 검색시 개인특성과 사용자 만족, 지속적 이용의도, 추천의도에 관한 실증적인 연구

Recently there are intention of SNS and its use in food industry as increasing SNS users due to the advent of Web 2.0 and the launch of Smart Phone. This study is tested the individual characteristics of SNS have affects on customer satisfaction and intention of continuous use when restaurant customers search its information targeting ones with experience searched restaurants information by SNS. Survey is carried out for 20days - from 5th September to 25th September, 2011 - targeting customers having searched restaurants information by SNS within 3 months. Total 428 samples(85.6%) are used for the empirical research. The results of this study are blows. First 3 factors of individual characteristics identified - self-efficacy, personal innovativeness, perceived enjoyment have affects on customer satisfaction and intention of continuous use, and intention of site recommendation. The perceived enjoyment among these factors has the strongest affects. Second customer satisfaction has affects on intention of continuous use and intention of site recommendation. The results of this study tells the individual characteristics is very important using SNS effectively as communication and marketing tool in restaurants. Furthermore it will be useful guideline as well as practical implications.