This study was carried out to analyze the effect of perceived availability and usability according to SNS characteristics and the causal between satisfaction and continual use intention in the use of SNS by customers of a hotel restaurant.
For this purpose, the research model was designed to figure out the effect factors on the use of SNS based on TAM suggested by Davis(1989). An empirical analysis was executed to verify relation between customer and continual use intention by means of perceived availability and usability as mediator variables. As for factors affecting SNS use in searching hotel restaurant information, the characteristics were classified by relation, interaction, joy and social reality. The research objects were those who had an experience of search of hotel restaurant information using SNS within recent one year. Questionnaire survey was carried out to them. Total 570 sheets were distributed among which 520 were collected with 91% collect rate. 492 sheets were valid samples except for some insufficient our outlier sheets. The positive analysis was made using SPSS 16.0 and AMOS 5.0 package program. Frequency analysis, technical statistical method, confirmatory factor analysis and study model verification using structural equation model were carried out.
The research results are as follows.
First, when the basic characteristics of 492 valid samples were examined, majority (80.5%) used mobile and wired internet together as SNS use environment. This indicates they used SNS freely not only in the company or at home also on the move or on business trip to find eat out places.
Second, when the characteristics of hotel restaurant consumers who searched information through SNS, the scope covered from youth in their 20s to the middle aged. In accordance with the expansion of smart phone, smart phones took up far majority as SNS devices. It indicates the information provision of hotel via SNS seems to be effective in marketing.
Third, when the effect of the perceived availability of SNS characteristics was examined, interaction and perceived joy had significant relation only with perceived availability. As for the effect of SNS on the perceived usability, interaction and perceived joy had significant effect on the perceived usability.
Fourth, as for the effect of perceived availability on perceived usability, perceived availability had significant effect on perceived usability. Such result demonstrates that people perceived usefulness of information search through SNS if it had no difficulty in the use.
Fifth, as for the effect on the perceived availability and usability, both had significant effects on the customer satisfaction.
And, as for the effect of perceived availability and perceived usability on continual use intention, both had significant effects on continual use intention.
Sixth, as for the effect of customer satisfaction on continual use intention, customer satisfaction had significant effects on continual use intention. Thus, customer satisfaction was proved to be an important prerequisite in the improvement of continual use intention.
Based on the research results, the below suggestions can be made.
First, the integrate model considering SNS types simultaneously was developed and positively verified research was systematized in order to support theoretical foundation and reasons for SNS related studies. Second, the fact that there was no significant effect of 2 variables relation and social reality on availability and usability indicates that relation variable itself is partly accepted like interaction to some degree, and that access via mobile or computer could not replace actual human relation yet.
The limits of this study are as follows. First, there was a difficulty in questionnaire survey in which no clear sampling over the population was made. Second, there was a bit confusion in the operational definition of variable on the relation and interaction among SNS characteristics deducted from previous studies, which made the participants of the questionnaire survey difficult to grasp proper concept. Third, there was no distinction on the management methods between direct operation or commissioned operation. Fourth, it is recommended to survey by adding another variable to SNS characteristics. Fifth, extensive model type in combination with TAM is recommended.