외식기업의 온라인 소셜 네트워크 서비스(SNS)특성이 고객만족 및 이용의도에 미치는 영향에 관한 연구

The Study of the Effects of On-line Social Network Service Differences on Customer Satisfaction and Intention of Use: Focused on the Extended Technology Acceptance Model

This study tries to expand Extended Technology Acceptance Model(ETAM) applied to the effects of SNS differences on customer satisfaction and intention of the use when restaurant customers search its information. Survey is carried out for 20days - from 5th September to 24th September, 2011 - targeting customers having searched restaurants information by SNS within 3 months. Total 419 samples(83.8%) are used for the empirical research. The results of this study are as follows. First, this study research broadly SNS differences as technical differences, individual differences, and social differences when searching restaurant informations. The results show that the more customer perceived enjoyment of individual differences, the more consumer perceived ease of use and perceived usefulness. On the other hand, social influence of social differences has no effects on perceived ease of use and perceived usefulness. Second, it shows the Extended Technology Acceptance Model of Davis(1989) is very useful in explaining customer behaviors using SNS when searching restaurant informations.