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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국호텔관광학회 호텔관광연구 호텔관광연구 제19권 제2호 (통권 제71권)
발행연도
2017.6
수록면
167 - 185 (19page)

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This study is in intended to investigate what impact consumption value and flow, self-efficacy, subjective norm by consumers with regard to the social commerce for the foodservice to affect on the behavior of consumers. The result were as follows: consumption value and flow, self-efficacy and subjective norm has positive effect on perceived ease of use. The data of 455 customers of youth aged 15 and older foodservice industry social commerce of Daegu and Gyeongsangbuk-do area were analyzed with SPSS 18.0(Statistical Package for the Social Science), AMOS 18.0 and th hypothesis was verified with the structural equation model after frequency analysis, exploratory and confirmatory factor analysis. The first, consumption value and flow, self-efficacy, subjective norm has positive effect on perceived ease of use. Second, consumption value, flow and subject norm has positive effect on perceived of usefulness. Third, perceived ease of use has positive effects on usefulness. Fourth, perceived of usefulness has positive effects of trust and satisfaction intention. The last, trust and satisfaction has positive effects on repurchase intention. It is be hoped that this study provides foodservice social commerce service practitioners with guideline for establishing methodical strategies.

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