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논문검색은 역시 페이퍼서치

> 한국호텔리조트학회 > 호텔리조트연구 > 19권 4호

SNS상의 베이커리제품 선택속성이 구매 후 만족과 추천의도에 미치는 영향

The Effects of Bakery Product Selection Attributes on SNS on Satisfaction and Recommendation Intentions after Purchase

윤하정 ( Yun Ha-jeong ) , 김호석 ( Kim Ho-seok )

- 발행기관 : 한국호텔리조트학회

- 발행년도 : 2020

- 간행물 : 호텔리조트연구, 19권 4호

- 페이지 : pp.163-180 ( 총 18 페이지 )


학술발표대회집, 워크숍 자료집 중 1,2 페이지 논문은 ‘요약’만 제공되는 경우가 있으니,

구매 전에 간행물명, 페이지 수 확인 부탁 드립니다.

5,800
논문제목
초록(외국어)
The purpose of this study is to identify the optional attributes of consumers using bakery products on SNS and to empirically study the factors that affect their satisfaction and recommendation intentions after purchase. To this end, the concept of each variable was analyzed and understood to find out what the variables were structurally related through a prior study and collected survey data to analyze the facts. For empirical analysis, a total of 321 questionnaires were collected from July 01 to August 15, 2019 by conducting a self-reporting method survey of men and women in their teens and 60s on tourists and Gangneung citizens who had collected and purchased information on bakery products through SNS information. The empirical analysis of the data collected in the survey used the statistical program of SPSS 21.0. The results of the study are summarized as follows. First, the attractiveness, accuracy and uniqueness among the properties of selecting bakery products on SNS were found to have a positive relationship to the satisfaction of purchasing products. Second, the satisfaction level after purchasing bakery products on SNS was found to have a positive influence on the recommendation intention. The results of this study show that the properties of selecting bakery products on SNS represent the defining influence of both satisfaction and recommendation intentions after purchase. Therefore, bakery companies should use SNS as an effective marketing tool, leading to a virtuous cycle of delivering accurate, attractive and unique information to consumers and increasing satisfaction, thereby re-delivering product information on their own.

논문정보
  • - 주제 : 사회과학분야 > 경영학
  • - 발행기관 : 한국호텔리조트학회
  • - 간행물 : 호텔리조트연구, 19권 4호
  • - 발행년도 : 2020
  • - 페이지 : pp.163-180 ( 총 18 페이지 )
  • - UCI(KEPA) : I410-ECN-0102-2021-300-001011737
저널정보
  • - 주제 : 사회과학분야 > 경영학
  • - 성격 : 학술지
  • - 간기 : 격월
  • - 국내 등재 : KCI 등재
  • - 해외 등재 : -
  • - ISSN : 1598-7760
  • - 수록범위 : 2003–2022
  • - 수록 논문수 : 1101