A Study on the Influence of SNS Quality Factors on Perceived Value and Consumer Intention to Purchase

Purpose - This study aims to identify quality factors of SNS from a consumer’s point of view and verify their influence on how quality factors that affected perceived value will be reflected in customer’s purchasing decisions at a later date. Design/Methodology/Approach - To achieve the objectives of study, survey was conducted on general consumers who had used SNS from May 7, 2019 to May 24, 2019. For the analysis of survey, SNS quality of restaurant companies was analyzed for perceived value and impact on purchasing decision using SPSS and AMOS. Findings - The results of this study according to research questions are as follows. First, based on preceding research, three dimensions of service quality, system and information were derived from analysis results of factors on quality of restaurant’s SNS. Second, it was found that quality of social networking services for restaurant companies had a positive effect on perceived values. Third, perceived value was shown to have a positive effect on actual intention of purchasing from restaurant company. Fourth, perceived value between restaurant company SNS quality and intention to purchase was shown as a partial medium effect. Research Implications - The results of this paper suggested an effective direction for SNS suppliers in establishing various marketing strategies in the future. Theoretically, we would like to present development direction of restaurant company SNS and present academic data for marketing strategy innovation in dining industry and competitive advantage in line with the era of the fourth industrial revolution.