This study verified the effects of characteristics of SNS (interactivity, reliability, information offering, up-to-date and enjoyment) on the image of restaurant franchise and the decision making of restaurant franchise consumers(purchase intention, purchase assessment, repeat purchase); the effects of the image of restaurant franchise and the decision making of restaurant franchise consumers on customer loyalty, and regulation effects of SNS involvement between each variable. The results were as follows: For this purpose, a total of 350 questionnaires were distributed to trainees who are educated in the restaurants in Seoul and surrounding metropolitan areas and 337 questionnaires were collected. Among them, a total of 326 questionnaires except for 11 questionnaires with insincere responses were empirically analyzed. Specifically, frequency analysis and factor analysis to ensure reliability and validity of the analysis as well as descriptive statistics, correlation analysis, regression analysis and hierarchical regression analysis were conducted as statistic methods.
First, among the factors of SNS, as interactivity, information offering and up-to-date rose, image of restaurant franchise firms significantly increased. Second, among the factors of SNS, as interactivity, reliability and enjoyment rose, purchase intention significantly increased. Third, among the factors of SNS, as information offering, up-to-date and enjoyment rose, purchase assessment significantly increased.
Fourth, among the factors of SNS, as interactivity, reliability and enjoyment rose, repeat purchase significantly increased.
Fifth, as the image of restaurant franchise firms rose, purchase intention significantly increased. Sixth, as the image of restaurant franchise firms rose, purchase assessment significantly increased.
Seventh, the image of restaurant franchise firms and repeat purchase did not have any effect. Eighth, information offering*SNS involvement had effects on the rise of the image of restaurant franchise firms. Ninth, interactivity*SNS involvement, reliability*SNS involvement, up-to-date*SNS, enjoyment*SNS involvement had effects on the rise of purchase intention.
Tenth, interactivity*SNS involvement, reliability*SNS involvement,information offering*SNS involvement, up-to-date*SNS involvement had effects on the rise of purchase assessment.
Eleventh, interactivity*SNS involvement had effects on the rise of repeat purchase.