호텔 레스토랑 고객의 소비감정, 소비가치, 브랜드 이미지, 고객행동의도간의 구조관계 분석: 소셜커머스 사용 여부에 대한 비교를 중심으로

This study aimed to identify the structural relationships among a customer's consumption emotion, consumptionvalue, brand image and customer behavioral intention in a hotel restaurant, and to understand the relationshipbetween variables based on the comparison about whether the social commerce is used. For the analysis in thisstudy, survey was performed targeting customers who use social commerce during the social commerce use periodand those who do not use it, customers of special hotels in Seoul participated in this study. The study exmployedthe frequency analysis, factor analysis and structural equation model using the SPSS and AMOS statistical packageprogram. According to the study results, the consumption emotion had a significant effect on consumption value,which had a positive effect on brand image. Brand image had a significant positive relationship with the loyalty andnegative association with the switching intention. Additionally, the significant moderating effect was found such thatthe effect of the consumption emotion on consumption values and the effect of brand image on the switchingintention were greater for the social commerce use group than for the non social commerce use group. This studycan be utilized as an effective marketing tool as social commerce can bring positive impact on restaurant salepromotion, induce the magnification of sales amount right away, and maintain the future potential demand layer.