Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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The Study of Online Marketing's Impact of Food Service Companies on the Purchasing Behavior Itself and Brand Recognition of New Brand of Menu : Focusing on Viral Marketing

외식기업의 온라인 마케팅을 통한 외식메뉴 구매형태 및 신규브랜드 인식에 관한 연구 : 바이럴마케팅을 중심으로

  • 강병남 (혜전대학교 호텔조리외식계열) ;
  • 문성식 (장안대학교 프랜차이즈경영과)
  • Received : 2017.11.01
  • Accepted : 2017.12.15
  • Published : 2017.12.30
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Abstract

The purpose of this study is to investigate the causal relationship between new brand awareness and new brand awareness according to type of restaurant menu purchase information. This study will provide basic research data on viral marketing strategy through online marketing of restaurant companies. The purpose of this study is to investigate the effect of information obtained through blog information and SNS advertisement on word effect (information acceptance and information transfer) and to investigate the effect of word of mouth effect on consumers' purchase intention. A total of 206 samples were used for this analysis and regression analysis was performed using SPSS 18.0. The results of the study are as follows. First, experience type, timely relevance and consensus among the characteristics of blog information affect information acceptance. Experience, and accuracy are affecting information delivery. Second, information discomfort among the characteristics of SNS advertising information influences the acceptance of information. Information, entertainment and trust are affecting information dissemination. Third, information acceptance and information diffusion affect purchase intention.

Keywords

References

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