Information sharing on SNS has been acknowledged as an essential element for businesses recently. The purpose of this study was to identify the effects of individual motivation factors and network externalities factors on satisfaction in restaurant information sharing on SNS. A total of 529 questionnaires were collected from participants who had shared restaurant information on a SNS within the last month. The results were as follows. First, individual motivation factors and network externalities significantly influenced perceived enjoyment and satisfaction in restaurant information sharing on SNS. Second, perceived enjoyment significantly influenced satisfaction in restaurant information sharing on SNS. These findings suggest that SNS managers need to satisfy individual motivations and enhance SNSs' network alities in order to deliver enjoyable experiences in restaurant information sharing on SNS.
I. 서론
II. 이론적 배경
III. 연구 설계
IV. 연구결과
V. 결론
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