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http://dx.doi.org/10.14400/JDC.2018.16.6.143

Effects of Consumers on the Use of Social Networks and the Purpose of Visiting Restaurants  

Jung, Young-Ju (Dept. of Food Service Management & Curinery Art, Gyeong Ju University)
Publication Information
Journal of Digital Convergence / v.16, no.6, 2018 , pp. 143-150 More about this Journal
Abstract
This study used a learner acceptance model to investigate the effect of SNS characteristics on user satisfaction and visit intention. A structured self - report questionnaire was administered to 172 college students. Structural equation modeling was applied using SPSS 18.0 and AMOS 22.0. The results of this study are as follows: First of all, the usefulness of informativeness did not affect the usability of the extracted SNS characteristics, and the usability did not affect usability. (+) Influence of. The characteristics of SNS can be utilized as a marketing tool to increase customer 's use and influence the customer' s intention to visit and further to create customers. In the future, various age groups will have to be surveyed. By examining the correlation between the degree of food companies' involvement in SNS and consumer visits, one can see how SNS activities of restaurant companies affect marketing activities.
Keywords
SNS; Technology Acceptance Model; Usability; Usability; Satisfaction; Visiting Intention;
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Times Cited By KSCI : 5  (Citation Analysis)
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