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http://dx.doi.org/10.14400/JDC.2017.15.12.221

Influence of Traditional Media and New Media Communication on Lovemarks, Satisfaction and Behavior Intention of Foodservice Industry  

Lee, Seung-Hun (Division of Tourism Studies, Kyungnam University)
Publication Information
Journal of Digital Convergence / v.15, no.12, 2017 , pp. 221-231 More about this Journal
Abstract
The purpose of this study was to investigate the relationship between traditional media communication, new media communication, lovemarks, satisfaction, and behavioral intention in foodservice industry. As the results of study as followed. First, traditional media communication had a significant effect on love dimension, but no significant effect on respect dimension of lovemarks. Second, new media communication had a significant effect on love and respect dimension. Third, love and respect dimension of lovemarks had a significant effect on satisfaction and behavior intention respectively, also satisfaction had a significant effect on behavior intention. Fourth, as a result of the indirect effect analysis of the research model, the traditional media and new media communication had a significant effect on satisfaction through lovemarks, and a significant effect on the behavior intention through lovemarks and satisfaction. This result shows that the enhancement of consumer's communication experience and lovemarks recognition can promote post-purchase behavior such as satisfaction with brand and behavioral intention.
Keywords
Traditional Media; New Media; Lovemarks; Satisfaction; Behavior Intention;
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