외식업체의 SNS 품질이 고객행동 성과에 미치는 영향: 기술수용의 매개 효과

Abstract

The research question of this study is to find whether SNS quality factors consisting of information quality, system quality and service quality affect positively on customer behavior performances consisting of intention of purchase and continuous use after checking their reliability and validity as conceptual constructs. Based on survey for sample customers, we found those hypotheses could be confirmed and, furthermore, we tried to verify whether the construct of technology acceptance functions as mediatory variable in the relationship between SNS quality and customer behavior performance. As the result of a series of mediatory regression analysis, we could confirm that information quality variable mediates that relationship completely and other two quality variables do partially. These results offer food service companies implication that they have to consider those fit relationships when they formulate company level and store level strategies.