외식 블로그 이용 행태 및 블로그 이용 동기에 따른 블로그 만족도

A Study on Restaurant Blog Users' Behavior, Satisfaction and Motivation: A Focus on College Students in Seoul and Gyeonggi Province

The purposes of this study were to evaluate the behaviors of restaurant blog users and to identify consumers' motivations for visiting blogs, and to identify segments of 20s according to usage motivation as well as to examine blog satisfaction of each blog usage motivation segment. A total of 242 samples were selected from people in their 20s-a high-blog usage demographic segment. The results of a factor analysis identified three consumers' motivation dimensions of visiting blogs: recreation and fellowship motivation; relaxation and escapism motivation; and learning and information motivation. Factor analysis further identified two blog usage satisfaction dimensions: satisfaction from learning and information; and satisfaction from relaxation and escapism. Consumers in their 20s were classified into following three segments by their blog usage motivation characteristics: pursuing recreation and fellowship; pursuing learning and information; and indifferent; There was a significant difference in blog satisfaction according to usage motivation. Further discussion pertaining to limitations and suggestions for future research are enclosed within.