외식소비자의 유용적, 정서적 동기가 소셜커머스구매의도에 미치는 영향: 소비자 간상호작용성의 역할을 중심으로

초록

The purpose of this study is to investigate the effects of affective and utilitarian motivations on social commerce purchase intention among food service consumers. In order to understand the relationship between motivations and purchase intention in more depth, the effect of consumers' interactivity on commitment, satisfaction, and behavior intentions regarding social commerce is investigated. The results show that the customers' utility motivation for social commerce is divided by affective motivation (interest, pleasure, and familiarity) and utilitarian motivation (economic feasibility, convenience, and easy to get information). These two motivations had a positive impact on commitment and satisfaction and commitment and satisfaction significantly influenced behavioral intentions (word of mouth recommendation and future behavioral intention). In addition, the group at a high level of interactivity has more satisfaction regarding affective motivation. Thus, this study will be able to contribute to the development of food service market through social commerce and will be helpful in the marketing strategy of food service in social commerce.

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