지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 저널정보
- 한국조리학회 Culinary Science & Hospitality Research Culinary Science & Hospitality Research Vol.31 No.4(Wn.177)
- 발행연도
- 2025.4
- 수록면
- 139 - 154 (16page)
- DOI
- 10.20878/cshr.2025.31.4.012
이용수
초록· 키워드
오류제보하기
This study was conducted to verify the causal relationship between the characteristics of SNS information(neutrality, vividness, consent, and timeliness) and brand trust and purchase intention.
Developed online survey distributed to 275 MZ consumers who had purchased convenience store lunch boxes based on SNS information within the last year. For analysis, statistical methods such as frequency analysis, correlation analysis, and structural equation modeling were conducted using SPSS 24.0 and AMOS 20.0. The analysis results indicated that vividness, consent, and timeliness had significant effects on brand trust. In addition, vividness and consent significantly influenced purchase intention. Based on these findings, present study confirmed that vividness and consent are important antecedents that significantly affect both brand trust and purchase intention among the characteristics of SNS information regarding convenience store lunch boxes. These results provide strategic implications for evaluating the effect of SNS word-of-Mouth information focused on MZ consumers in the convenience store lunch box industry and suggest strategies to enhance brand trust and purchase intention.
Developed online survey distributed to 275 MZ consumers who had purchased convenience store lunch boxes based on SNS information within the last year. For analysis, statistical methods such as frequency analysis, correlation analysis, and structural equation modeling were conducted using SPSS 24.0 and AMOS 20.0. The analysis results indicated that vividness, consent, and timeliness had significant effects on brand trust. In addition, vividness and consent significantly influenced purchase intention. Based on these findings, present study confirmed that vividness and consent are important antecedents that significantly affect both brand trust and purchase intention among the characteristics of SNS information regarding convenience store lunch boxes. These results provide strategic implications for evaluating the effect of SNS word-of-Mouth information focused on MZ consumers in the convenience store lunch box industry and suggest strategies to enhance brand trust and purchase intention.
목차
ABSTRACT
1. 서론
2. 이론적 배경
3. 연구 방법
4. 실증분석
5. 결론
REFERENCES
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