외식 프랜차이즈 바이럴 마케팅이 소비자의 소비 행동에 관한 주관성 연구

We analyzed the subjective perspective of how viral marketing of restaurant franchises affects consumers. Therefore, this study applied Q-methodology to conduct the statement card in the form of a respondent classification, selected and organized the Q population, prepared the statement, and analyzed it through the Q-factor analysis using the QUANL program. As a result of the analysis, there were four types. Type 1 is “time-saving” and uses viral marketing to quickly gain information and select menus accordingly. A second type is “unreliable” and cannot be trusted with information due to excessive information, and it can be seen as a type in which the person directly selects information and selects the menu is selected accordingly. In the third type, “trust type” is a type of trust because there is a lot of information consisting of many opinions, contrary to the second type. The fourth type is “necessity selection type,” which is the intermediate type between the second type and the third type, and selects only the necessary information and selects the menu.