SNS를 통한 외식정보탐색활동에 대한 고객의 추구 가치 분석

Customers' Desired Value of Restaurant Information Search on SNS: An application of Laddering Technique

The purpose of this study was to identify customers' desired value of restaurant information search on SNS applying the means-end chain theory and the laddering technique. In-depth interview was undertaken with a total of 30 respondents using SNS as a source of information. Using the laddering technique, 6 dominant attributes of SNS considered by the customers were revealed : 'reviews', 'diverse information', 'pictures', 'menu & taste', 'price', and 'interior & atmosphere'. Those attributes were related to 4 consequences: 'trustworthiness', 'companions' satisfaction', 'new experiences', and 'reducing financial risk'. Finally, derived attributes and consequences were linked to 5 values: 'satisfaction', 'sharing good experiences', 'refreshment’, 'pleasure', and 'self-esteem'. 'Reviews', 'pictures' and 'menu & taste', the most frequently mentioned attributes were linked to 'trustworthiness' and 'companions; satisfaction'. Through these consequences, customers tend to ultimately pursue the satisfaction and share good memories with others.