Z세대 대상 콘텐츠 유형에 따른 외식 프랜차이즈의 PPL 반응과 이용 의도 연구

As content diversifies with the development of technology, corporation's PPL methods are also changing. Accordingly, the purpose of this study is to examine the factors of consumer response and intention to use the PPL information of restaurant franchises according to content types, tar geting Generation Z, which is the future consumer generation. To achieve this goal, this study d ivides the content types into drama and entertainment. It presents the PPL information exposed to consumers in the restaurant franchise, including menu, service, atmosphere, aesthetics of spa ce, actor's attractiveness, the concept of content, and collected data. The results are as follows. In the case of dramas, menus and services influenced cognitive responses, and menus and actor s' attractiveness influenced emotional responses. However, cognitive and emotional responses di d not affect the intention to use, only the menu and actor's attractiveness directly influenced th e intention to use. On the other hand, in the case of entertainment, the atmosphere and menu in fluenced cognitive response, and service, menu, attractiveness of the performers, and design aes thetics influenced emotional response. In addition, cognitive and emotional responses influenced the intention to use, and menus and attractiveness of performers influenced not only consumer response but also the intention to use. Consequentially, the factors affecting the PPL response a nd intention to use were different depending on the type of content. In the case of drama PPL, since narrative is important, the attractiveness of menus and actors is more important than vari ous information. However, in the case of entertainment not only the attractiveness of menus an d actors, but also the design aesthetics and atmosphere of space given by the franchise's format ive elements, formed a consumer response and influenced the intention to use. Therefore, for ef fective PPL management, it is necessary to construct the exposure factors of PPL according to the type of content.