SNS 맛집 구전정보 특성이 밴드왜건과 방문의도에 미치는 영향 - 밴드왜건의 매개효과와 FoMO의 조절효과 -

Objective:This study investigates how the characteristics of social media-based restaurant word-of-mouth (WOM) information affect visit intention of customers, focusing on the mediating role of the bandwagon effect and the moderating role of FoMO. Methods:This study collected data through an online survey conducted between July 28 and August 28, 2025, targeting 242 adults who had searched for restaurant information via social media platforms such as Instagram, YouTube, and Naver Blog. The data were analyzed using SPSS v25.0 and PROCESS Macro, including factor analysis, reliability testing, correlation, regression, and mediation/moderation analyses. Results:Usefulness, consensus, and vividness of social media restaurant WOM information significantly influenced both the bandwagon effect and visit intention. The bandwagon effect mediated the relationship between information characteristics and visit intention. FoMO moderated the effect of information on the bandwagon effect, and a moderated mediation effect was confirmed particularly in the consensus pathway. Implications:These findings clarify how social media information characteristics shape consumer visit intention through psychological mechanisms. Practically, the findings suggest that restaurant marketers should provide informative and vivid content, emphasize social consensus, and tailor strategies to FoMO-sensitive consumers.