외식업 경영자의 배달 앱 활용을 통한 지각된 가치가 앱 서비스 행동 의도에 미치는 영향

Abstract

Recently, restaurant consumers obtain restaurant information through social media restaurant-related companies as well as information obtained from people around them when choosing a restaurant, and various restaurant search activities using SNS are being conducted. In the previous study, research was conducted focusing on consumers' purchase behavioral intentions according to the emotional marketing of offline stores operated by restaurant-related companies, so research on experience marketing and co-experiences that can be felt online and offline through SNS in the restaurant field is insufficient. Therefore, in this study, after investigating the effect of four sub-factors of dining out-related experience marketing on co-experience through SNS, we will identify and study how the co-experience influenced by experience marketing is related to behavior intention. As a result of the study, sensory, emotional, behavior-cognitive, and relational experiences, which are sub-variables of experiential marketing, were found to have a significant effect on co- experience-participation. Emotional, behavior-cognitive, and relational marketing, which are sub-variables of experiential marketing, were found to have a significant effect on co-experience-sympathy/sharing, but sensory experience was found to have no significant effect. Participation and empathy/sharing, which are sub-variables of co-experience, were found to have a significant effect on action intention. Emotional, behavior-cognitive, and relational marketing, which are sub-variables of experiential marketing, were found to have a significant effect on behavioral intention, but sensory experience was found to have no significant effect.