SNS를 통한 외식정보탐색활동에 대한 고객의 추구 가치 분석

• 영문명: Customers' Desired Value of Restaurant Information Search on SNS: An application of Laddering Technique
• 발행기관: 한국관광학회
• 저자명: 강지원 남궁영
• 간행물 정보: 『관광학연구』제38권 제3호, 81~102쪽, 전체 22쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2014.04.30

영문 초록

The purpose of this study was to identify customers' desired value of restaurant information search on SNS applying the means-end chain theory and the laddering technique. In-depth interview was undertaken with a total of 30 respondents using SNS as a source of information. Using the laddering technique, 6 dominant attributes of SNS considered by the customers were revealed : 'reviews', 'diverse information', 'pictures', 'menu & taste', 'price', and 'interior & atmosphere'. Those attributes were related to 4 consequences: 'trustworthiness', 'companions' satisfaction', 'new experiences', and 'reducing financial risk'. Finally, derived attributes and consequences were linked to 5 values: 'satisfaction', 'sharing good experiences', 'refreshment’, 'pleasure', and 'self-esteem'. 'Reviews', 'pictures' and 'menu & taste', the most frequently mentioned attributes were linked to 'trustworthiness' and 'companions; satisfaction'. Through these consequences, customers tend to ultimately pursue the satisfaction and share good memories with others.

목차

I. 서론

II. 이론적 배경

III. 연구방법

IV. 분석결과

V. 결론

참고문헌

키워드

SNS 정보탐색활동 수단-목적 사슬 래더링 외식산업 Social networking services Information search behavior Means-end theory Laddering Restaurant industry