외식 기업의 SNS정보특성과 충동구매 간의 구조적 관계에 관한 연구

The purpose of this study is to verify the process of food service industry customers to distinguish and interpret the large amount of information received through SNS using the dual-process theory. The research was performed by extracting information processing factors according to Bi-directional characteristics of SNS, and contracting the relationship with the promotional effectiveness and the satisfaction of the information acceptance in the producers’perspective. And in conclusion comparing the consumers’ impulse buying behavior results with its structure. Analysis of the study results show, the argument quality and the source credibility of SNS significantly affected the promotional efficiency and user satisfaction of the information disseminated via SNS. However, analysis of the relationship between the promotional efficiency and impulse buying behavior was not found. Finally, results of mediating effects of user satisfaction was indicated as full mediated between the promotional efficiency and user satisfaction levels with information obtained by SNS. By the empirical results of this study, the promotion effects and the satisfaction of information via SNS was confirmed as the important factor to induce consumers' impulse buying in Food Service industries. Therefore, this study demonstrates that empirical and in-depth analysis was conducted of SNS as an important information vehicle and presented a developmental proposal to enterprises conducting promotions via SNS.