외식기업의 SNS 마케팅 활동이 지각된 가치와 지속이용의도에 미치는 영향

Abstract

In order to find ways to secure competitiveness by developing strategies to retain existing customers and create new customers for survival of highly competitive catering companies, the perceived value and intention of continued use of SNS marketing activities by catering companies We want to see how it affects the To this end, a research model was established and empirical analysis was conducted through various domestic and foreign prior studies. The results of the empirical analysis are as follows. First, in the relationship between SNS marketing activity factors and perceived value, it was found that advertisements affect economic value, social value, and psychological value. It was found that the event had an effect on economic value, but did not affect social value or psychological effect. Information appeared to affect economic and social values, but did not affect psychological values. Second, in the relationship between perceptual value and intention to continue use, economic value, social value, and psychological value were found to affect intention to continue use.