People are now living in the world where a wide variety of materials are produced, which is partially resulted from the rapid development and spread of SNS. The emergence of social media leads to the environment where their users can create and consum...
People are now living in the world where a wide variety of materials are produced, which is partially resulted from the rapid development and spread of SNS. The emergence of social media leads to the environment where their users can create and consume contents by themselves in various societal and cultural context. A lot of food service brands also try to reach consumers in various ways on SNS, which in turn leads to increased desirability of the brand and improved sales. In this aspect of communication with consumers, the concept of Engagement, which means mutual trust, unity, and commitment, is increasingly gaining attention. As such, the importance of Engagement is growing when looking at the field of food service where specialty in communication with consumers is particularly essential.
Given the circumstances that food service brands can only rely on visual contents on SNS, it seems urgent to examine the relationship between Engagement and dining space design. Most of previous research, however, mainly focused on Engagement in the marketing aspect, investigating its relationship with basic characteristics of SNS or consumer aspects.
This research posits that the characteristics of dining space design are suitable for Engagement, and aims to study the relationship between the characteristics of dining space design and brand engagement as well as media engagement, and further to investigate its effect on the consumer attitude toward the brand and purchase intention. In addition, this tries to test the moderating effect of the presence of prior information or knowledge on specific brand in the relationship between engagement attitude, brand attitude, and purchase intention, and to suggest the structural relationship among these variables.
The main purpose of this study is to test which characteristics of dining space design on SNS affects the brand attitude and purchase intention by Engagement in an empirical analysis design.
Accordingly, consumers who have experienced food service SNS among SNS users were chosen for the analysis. A questionnaire survey was performed along with literature review in order to test the hypothesized research questions. Collected data through empirical study were analyzed using SPSS(Statistical Package for Social Science) v. 18.0. Independent t-test and one-way ANOVA were performed to test whether there’s significant difference in dining space design on SNS, Engagement, brand attitude, purchase intention, and prior knowledge by general characteristics of subjects. Duncan test was performed as post-hoc test. Additionally, correlation analysis was performed to examine the correlation relationships among variables, multiple regression analysis to test hypotheses, and moderated regression analysis to further investigate whether the effect of dining space design on SNS on Engagement varies by the presence of prior knowledge.
The findings of this research suggest that:
First, the characteristics of dining space design on SNS of food service brand have a positive effect on media engagement and brand engagement, both of which are sub-categories of Engagement. It is found that playfulness, trustworthiness, vividness of information have a significant effect on brand engagement, with vividness having the greatest effect. It is also found that playfulness and vividness of information have a significant effect on media engagement, with vividness of information having the greatest effect as well.
Second, both media engagement and brand engagement have a positive effect on brand attitude, and the effect of brand engagement is greater.
Third, both media engagement and brand engagement have a statistically significant positive effect on purchase intention. Brand engagement again has a greater effect.
Fourth, brand attitude have a positive relationship with purchase intention.
Finally, prior knowledge is a significant variable on Engagement in a such way that more prior knowledge leads to enhanced brand engagement. Moreover, findings reveals the statistical interaction between availability of additional information and prior knowledge, suggesting the moderating effect of prior knowledge on the relationship between dining space designing on SNS and brand engagement. In contrast, findings fail to reveal the statistically significant effect of prior knowledge on media engagement, Therefore, it turned out that prior knowledge does not play a moderating role between dining space design on SNS and media engagement.
This research has several implications as well as limitations.
This research is significant in the sense that it attempts to study the characteristics of dining space designing on SNS and demonstrates the positive effects of those characteristics in the aspects of SNS marketing. On the other hand, the limitations of this research call for future research having more objective data as well as a long-term planning, and paying more attention on the credibility of 눈 users.
Active application of specific solutions for brand engagement, which can affect food service consumers positively, will cause positive impacts on brand attitude and purchase intention, and lead to sales increase on food service SNS
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