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Why do Customers Write Restaurant Reviews on Facebook?: An Examination into Five Motivations and Impacts of them on Perceptual Changes caused by Memory Reconstruction

왜 외식소비자들은 페이스북에 후기를 작성하는가?: 후기작성 동기와 그 동기가 기억재구성으로 인해 끼친 인식변화에 대한 고찰

  • 노정희 (대구대학교 관광경영학과) ;
  • 전수현 (계명대학교 호텔관광학과)
  • Received : 2014.05.07
  • Accepted : 2014.07.16
  • Published : 2014.08.28

Abstract

As the online word-of-mouth(WOM) using SNS has significant influence on consumer decision-making, the hospitality industry including the restaurant industry has actively used SNSs as one of major marketing tools. While researchers have focused on impacts of the online WOM, there is little research on motivations to provide WOM and its impacts on the WOM providers. The purpose of this study is to examine whether sharing the restaurant experience on Facebook, the representative SNSs, can change customer satisfaction and intentions to revisit and recommended and whether the type of motivations to share the restaurant experiences on Facebook affects customer satisfaction and intentions to revisit and recommend. The total of 260 college students volunteered to participate in this study. They first visited a restaurant and completed surveys twice before and after sharing their restaurant experience on Facebook. According to the study results, the levels of satisfaction, intention to revisit and intention to recommend after sharing the restaurant experience were found to be higher than before sharing the experience. This study also found that people who shared their restaurant experience for nostalgia were more likely to be satisfied with the restaurant services and have a higher level of intentions to revisit and recommend the restaurant. Theoretical and managerial implications as well as limitations and future research directions are discussed.

Keywords

SNS;Word-Of-Mouth(WOM);Motivation;Memory Reconstruction;Foodservice Industry

Acknowledgement

Supported by : 한국연구재단

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