초록 열기/닫기 버튼
Purpose: The purpose of this study is to investigate the impact of Social Network Service (SNS) word-of-mouth information on the intention of visiting cafes among customers who have experience in food selection through SNS and to verify the role of mediating consumer awareness. Design/Methodology/Approach: A total of 302 questionnaires were collected, and the survey results were analyzed to verify the reliability and validity of the measured variables. A structural equation modelling approach was used to test the hypotheses of the study with the mediation effect of consumer recognition. Findings: The results showed that there was a mediating effect on consumer perception with regard to the relationship between the characteristics of SNS word-of-mouth information and visit intention for cafe consumers using word-of-mouth information on SNS. Originality/Value: As playfulness and usefulness have a direct significant effect on visit intention, it was verified that favorability plays the role of a partial intermediary between playability, usefulness, and visitation intention. Meanwhile, reliability and interactivity do not have a direct significant effect on visit intention. In the three-step regression analysis, it was verified that the favorability plays the role of a complete mediator between reliability, interactivity, and visit intention. Implications: We showed how online marketing using SNS can increase the number of customers visiting the store in the restaurant business. This study contributed to the revitalization of stores using SNS for self-employed food service entrepreneurs who are experiencing extreme difficulties in the current COVID-19 era.
