프랜차이즈 커피숍의 SNS 특성, 이미지, 그리고 재방문 의도와의 관계

The purpose of this research study was to analyses the relationship of SNS characteristics and image and how those factors influence a customer’s revisit intention. For the actual test of these hypotheses, surveys were conducted with a convenience sample of 236 participants who had visited the franchise coffee shop. Frequency, factor analysis and AMOS analyzed data. As the results, SNS characteristics in the franchise coffee shops were major influences on the image. Image was a major determinant to influence the revisit intention. These results justify use of SNS characteristics to improve indirectly customer's revisit intention to recommend through increasing SNS marketing. And results suggest that marketers who are trying to understand their customers must consider SNS features and image. As such, the franchise coffee shops should maintain their relationship with customers through SNS PR marketing and positive image, which is the key factor in the industry.