외식 프랜차이즈 기업 블로그의 콘텐츠 구성및 정보특성에 관한 연구- 커피 업종을 중심으로 -

The purpose of this study is to analyze the composition and information characteristics of official blog contents of coffee franchise companies and to draw implications of how to use blogs for interactive communication. In order to achieve the purpose of the study, I examined the usages of the official blogs of the domestic coffee franchise with more than 45 franchise stores and analyzed their blog contents. The results are summarized as follows. First, there are 22 companies that have official blogs among 45 or more coffee franchise brand stores. All of them use Naver blog which is the sign-up type blog. Secondly, based on the average value of coffee franchise brands, the exposure strategy shows 1.77, the information diffusion strategy shows 1.81, and the interaction strategy shows 2.59 so that it can be seen that the interaction strategy is used the most. Third, as a result of checking the composition of official blog category of coffee franchise brand, it is found that Coffee Bay runs the largest number of categories and Starbucks runs the least number of categories. Fourth, there was no statistically significant difference between the higher level brands and the lower brands in modernity, interactivity, expertise among the contents information characteristics of the official blog of the coffee franchise, and the information productivity shows a statistically significant difference.