Journal of the Korea Society of Computer and Information (한국컴퓨터정보학회논문지)

Korean Society of Computer Information (한국컴퓨터정보학회)
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A Study on the Effect of SNS Characteristics of Restaurant Franchise on the Customer Decision and Redelivery Intention

  • Received : 2019.04.22
  • Accepted : 2019.05.29
  • Published : 2019.05.31
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Abstract

This study is conducted to analyze how Social Media characteristics of restaurant franchise affect customer decision making and redelivery intention and find out how to do Social Media marketing which is getting important. Through this study, we will understand the direction of Social Media management. In this study, we had 220 users to respond questionnaires who looked up about restaurant franchise through Social Media. In the previous research, we classified the Social Media characteristics about the restaurant franchise into the fields of liveliness, agreement, reliability, communication, accuracy, and entertainment. In order to verify the hypothesis, we conducted single regression analysis and multiple regression analysis and verified the relationship between variables. First, we found that Social Media characteristics of restaurant franchise has a positive relationship with favorability. Second, Social Media characteristics of restaurant franchise has a positive relationship with satisfaction. Third, favorability has a positive effect on satisfaction. Fourth, favorability has a positive effect on the intention of re-inquiry and redeliver. Fifth, satisfaction has a positive effect on the revisit and intention to redirect. As a result of the study, we found that restaurant franchise will gain trust of customers if they take into account the characteristics of Social Media of restaurant franchise and conduct customized marketing according to the head office of restaurant franchise and perform continuous feedback and management in order to improve customer's favorability and loyalty.

Keywords

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Fig. 1. Research Model

Table 1. Sample audience and content

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Table 2. Demographic characteristics

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Table 3. Reliability Analysis Results for on Restaurant Franchise’s SNS Characteristics, Favorability, Satisfaction, Revisit intention, Redelivery Intention

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Table 4. Causal Relationships Between Restaurant Franchise’s SNS Characteristics and Favorability

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Table 5. Causal Relationships Between Restaurant Franchise’s SNS Characteristics and Satisfaction

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Table 6. A Causal Relationship between Favorability and Satisfaction

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Table 7. A Causal Relationship between Favorability and Revisit Intention

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Table 8. A Causal Relationship between Favorability and Redelivery Intention

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Table 9. A Causal Relationship between Satisfaction and Revisit Intention

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Table 10. A Causal Relationship between Satisfaction and Redelivery Intention

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