The Korean Journal of Food And Nutrition (한국식품영양학회지)

The Korean Society of Food and Nutrition (한국식품영양학회)
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Influence of SNS Usage Characteristics on Consumers' Dine-out Motivation, Restaurant Satisfaction, and Quality of Life

외식관련 SNS 이용 속성이 소비자의 외식동기, 외식만족도 및 삶의 질에 미치는 영향

  • Oh, Hyun-Jung (Major in Traditional Dietary Life Food, Graduate School of Traditional Culture and Arts, Sookmyung Women's University) ;
  • Yoon, Jiyoung (Le Cordon Bleu Hospitality Management, Division of Culture and Tourism, Sookmyung Women's University) ;
  • Jeong, Hee Sun (Major in Traditional Dietary Life Food, Graduate School of Traditional Culture and Arts, Sookmyung Women's University)
  • 오현정 (숙명여자대학교 전통문화예술대학원 전통식생활문화전공) ;
  • 윤지영 (숙명여자대학교 문화관광학부 르꼬르동블루 외식경영전공) ;
  • 정희선 (숙명여자대학교 전통문화예술대학원 전통식생활문화전공)
  • Received : 2014.12.07
  • Accepted : 2014.12.20
  • Published : 2014.12.31
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Abstract

The object of this study was to employ effective marketing methods using SNS by determining how food-related SNS usage characteristics have influence on dine-out motivation and restaurant satisfaction and how this affects people's quality of lie. Survey respondents were men and women who have had used some kinds of food-related SNS. The survey included general characteristics of respondents, food-related SNS usage characteristics, dine-out motivation, restaurant satisfaction, and food-related quality of life. Food-related SNS usage characteristics were divided into convenience, effective time-spending, and informative; Dine-out motivation was sorted into entertainment motivation and social motivation by factor analysis. Analysis of the connections between the variables by AMOS showed that among food-related SNS usage characteristics, convenience did not have a significant influence on either entertainment or social motivation. Informative had a positive effect on entertainment motivation (p<0.05), but not on social motivation. On the other hand, effective time-spending through food-related SNS had an impact on both entertainment (p<0.001) and social (p<0.05) motivation. Moreover, the effect of dine-out motivation on restaurant satisfaction showed that entertainment motivation (p<0.05) and social motivation (p<0.01) both have significant influences on restaurant satisfaction. Also, restaurant satisfaction turned out to affect quality of life (p<0.05). As a result of this study, the usage of food-related SNS did not directly influence customers' restaurant satisfaction and quality of life; (p<0.05). As a result of this study, the usage of food-related SNS did not directly influence customers' restaurant satisfaction and quality of life; however, it had an impact on dine-out motivation and gain pleasure of dining out and help improve the quality of life in the long run; thus, it is believed that marketing strategies thorough SNS by restaurant industry are required.

Keywords

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