외식업체 선택속성이 행동의도에 미치는 영향: 인스타그램 특성의 매개효과

This study aims to identify the desire of consumers to select restaurants using Instagram, which has recently become common as an information retrieval tool, to understand the influence of restaurant selection attributes and behavior. This research analysis was conducted on consumers who had selected restaurants using Instagram and based on 315 copies of questionnaire data. Studies have shown that, first, prices and food, interior design, and services influence behavioral intentions. Second, interiors and services have been shown to affect Instagram characteristics. Third, Instagram characteristics have been shown to affect behavioral intentions. Fourth, Instagram features have a partial effect on interior design and behavioral intentions, and a full effect on service and behavioral intentions. Finally, the significance of this paper is the lack of research on restaurant selection attributes centered on Instagram, which means that the scope of the study has been expanded by comprehensively analyzing the restaurant selection attributes and behaviors. Nevertheless, there is a limit to the sample. There will be differences depending on the age of using Instagram, and future studies will need to present marketing measures through differentiation by age group through research through allocation samples by age.