패밀리 레스토랑 온라인 커뮤니티 특성이 충성도와 구매의도에 미치는 영향 (Effects of the Features of Family Restaurant On-line Community on Loyalty and Purchase Intention)

서지정보

· 발행기관 : 한국관광연구학회
· 수록지 정보 : 관광연구저널 / 26권 / 3호 / 327 ~ 343페이지
· 저자명 : 김기영, 최아령, 고미애

초록

This study was intended to investigate the relation of cause and effect in regard to the effects of on-line community features on loyalty and purchase intention. In doing so, this study was aimed at recognizing the importance of on-line community features, customer loyalty and purchase intention, inducing researchers to have interest in on-line community features, and providing a fundamental material. Also, it was intended to propose an efficient plan for facilitating a community. Based on preliminary survey, questionnaire had been changed or supplemented before this survey was conducted. In this study, self-administered questionnaire survey method was used for surveying community users who visited five family restaurants (O, TG, B, S, and T) located in Seoul. This survey had performed from January 1 to January 30, 2012. The results of examination on the hypotheses built up in this study are presented as follows. Regarding the hypothesis 1, it was found that 'reputation', 'socially real existence', and 'enjoyment', among the features of on-line community, positively affected loyalty. Therefore, this indicates that the higher, the 'reputation', 'socially real existence', and 'enjoyment' re, the higher the loyalty is. Regarding the hypothesis 2, it was found that 'loyalty' positively affected 'purchase intention'. Therefore, this indicates that the higher the loyalty is, the higher the customer loyalty is. Regarding the hypothesis 3, it was found that 'information offering', 'socially real existence', 'enjoyment', and 'reputation', among the features of on-line community, positively affected purchase intention. Therefore, it indicates that the higher the 'information offering', 'socially real existence', 'enjoyment', and 'reputation' are, the higher the purchase intention is. Based on the results, it is considered that providing user-interface environments, such as offering various contents and increasing visual effects, is a plan for increasing the loyalty to on-line community and the purchase intention.

영어초록

This study was intended to investigate the relation of cause and effect in regard to the effects of on-line community features on loyalty and purchase intention. In doing so, this study was aimed at recognizing the importance of on-line community features, customer loyalty and purchase intention, inducing researchers to have interest in on-line community features, and providing a fundamental material. Also, it was intended to propose an efficient plan for facilitating a community. Based on preliminary survey, questionnaire had been changed or supplemented before this survey was conducted. In this study, self-administered questionnaire survey method was used for surveying community users who visited five family restaurants (O, TG, B, S, and T) located in Seoul. This survey had performed from January 1 to January 30, 2012. The results of examination on the hypotheses built up in this study are presented as follows. Regarding the hypothesis 1, it was found that 'reputation', 'socially real existence', and 'enjoyment', among the features of on-line community, positively affected loyalty. Therefore, this indicates that the higher, the 'reputation', 'socially real existence', and 'enjoyment' re, the higher the loyalty is. Regarding the hypothesis 2, it was found that 'loyalty' positively affected 'purchase intention'. Therefore, this indicates that the higher the loyalty is, the higher the customer loyalty is. Regarding the hypothesis 3, it was found that 'information offering', 'socially real existence', 'enjoyment', and 'reputation', among the features of on-line community, positively affected purchase intention. Therefore, it indicates that the higher the 'information offering', 'socially real existence', 'enjoyment', and 'reputation' are, the higher the purchase intention is. Based on the results, it is considered that providing user-interface environments, such as offering various contents and increasing visual effects, is a plan for increasing the loyalty to on-line community and the purchase intention.

참고자료

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