Abstract
The purpose of this study was to 1) examine the effects of SNS users’ five motivations(informational, social, psychological, entertainment and monetary) on two types of participation(passive or active participation) and 2) investigate the effects of two types of participation on restaurant purchase intention. A total of 517 questionnaires were collected from someone who had been using SNS within one month and structural equation modeling analysis was conducted. Results showed that first, social and monetary motivations had positive significant effects on passive participation. Second, psychological motivation had negative significant effects on passive participation. Third, all five motivations had positive effects on active participation and psychological motivation was found as the most influential component. Fourth, two types of participation(passive or active) had positive significant effects on restaurant purchase intention and active participation was more influential than passive participation. Implication and future research ideas were also discussed.
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