해안가 외식업체의 SNS 광고 속성이 광고 태도에 미치는 영향 연구: 소비 가치를 매개효과 중심으로

A Study on the Effect of SNS Advertising Attributes of Food Service Companies in Coastal on Advertising Attitudes: Focusing on The Mediating effect of consumption value

This study suggests basic promotional strategies for food service companies managers and SNS advertisers about what efficient consumption value is against the backdrop of the coastline. To this end, among various advertisements, we would like to divide the advertising attributes provided to SNS using smartphones into usefulness, reciprocity, informativity, playability, and reliability, and see how they affect advertising attitudes and consumption value. As a result of hypothesis testing, in Hypothesis 1, advertising attributes were adopted as all of them had a significant positive (+) effect on consumption value. In Hypothesis 2, consumption value was adopted by showing a significant positive (+) effect on advertising attitudes. In Hypothesis 3, usefulness, reciprocity, and informativity, which are sub-factors of advertising attributes, were adopted for advertising attitudes, but playability and reliability were rejected for advertising attitudes, and Hypothesis 3 was partially adopted. Finally, in Hypothesis 4, it was found that advertising attributes had a mediating effect on the consumption value between advertising attitudes. Limitations include regional limitations as coastal tourist destinations in the eastern mountain area and the range and target range of extraction factors.