초록 열기/닫기 버튼
The purpose of this study is to investigate the difference in consumers' motivation to use social-commerce according to the offline behavior of restaurant selection. For this purpose, the final 250 out of 300 customers who had purchased restaurant-ticket through social-commerce were analyzed. The main method was factor analysis, cluster analysis, and ANOVA. Four groups of food-sensitivity, health-sensitive, multiattribute-sensitive, and economically-sensitive groups were categorized. Among these groups, there were significant differences in service, image/appearance, food, health, economy of restaurant-selection attributes. As a result of comparing the motives of these groups' use of social-commerce, there were significant differences in reliability, economics, service, and security. Although each group showed a distinctive motivation to use social-commerce, the most prominent point was the common economic motivation in all groups. It is expected that the results of this research will be useful for planning and selling of food products using social-commerce by comparing online-usage motives and restaurant attributes.
키워드열기/닫기 버튼
restaurant, selection attributes, social commerce, motive for using
