외식기업의 SNS구전정보특성이 구매행동의도에 미치는 영향

Effect of SNS Word-of-Mouth Information Characteristics of Catering Companies on Purchase Behavior Intention: The mediating effect of trust

This study was analyzed using the (SPSS V17.0) program to examine the effect of SNS word-of-mouth information characteristics on trust and behavioral intention based on the collected 404 samples. As a result of the analysis, a total of five factors were derived including the characteristics of SNS word-of-mouth information including suitability, consent, interaction, trust, and behavioral intention. All of the lower levels were analyzed as having significant effects on trust, and among them, suitability had the greatest effect on trust. In addition, it was found that the characteristics of SNS word-of-mouth information had a significant effect on behavioral intention, and in the mediation effect verification through trust, the trust factor was found to perform partial mediating mechanics. These results indicate that consumers’ confidence in the characteristics of SNS word-of-mouth information in a virtual space creates positive behavioral intention. In the end, food service companies should continue to pay attention and make efforts, given the fact that consumers produce positive results in trust and consumer behavior intention according to the characteristics of SNS word-of-mouth information.