A Study on the Sustainable Use Intention of Restaurant Companies Using the Information Attributes of SNS: The Dual Process Theory

Sangmook Lee, Gumkwang Bae and Hyojin Kim
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Sangmook Lee: Department of Hospitality and Tourism Management, Kyungsung University, Busan 48434, Korea
Gumkwang Bae: Division of Hotel, Tourism and Foodservice Management, Dong-Eui University, Busan 47340, Korea
Hyojin Kim: Department of Tourism Management, Mokpo National University, Mokpo 58554, Korea

Sustainability, 2021, vol. 13, issue 22, 1-18

Abstract: This study was conducted to define detailed factors by combining the factors of SNS (social network services) information attributes and dual processing process theory and to investigate the relationship between customer satisfaction, brand attitude, and sustainable use intention. An empirical analysis was conducted using data collected from 361 participants who have experience in SNSs for searching for restaurant information. The major results are as follows: First, two intuitive SNS information attributes (reliability and liveliness) and two analytical attributes (usefulness and conciseness) have a significant positive influence on customer satisfaction to use an SNS. In particular, the reliability was the most significant antecedent of the SNS information attributes in this study. In addition, the current study verified the significant relationships among customer satisfaction, brand attitude, and sustainable use intention. Based on these research results, it was verified that SNS information characteristics are important attributes in eliciting customer satisfaction, attitude toward the brand, and sustainable use intention from customers. This study will contribute to providing various practical implications to establish valuable marketing strategies.

Keywords: dual processing theory; SNS information attribute; satisfaction; brand attitude; sustainable use intention (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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