Impacts of SNS-Based Marketing Strategies on Customers’ Buying Behavior and Mediating Roles of Consumption Value in Small Restaurant Business

This study explored the characteristics of social network service (SNS)-based marketing strategies and their impacts on customers’ buying behavior and to examine mediating roles of consumption value in small restaurant business settings. The following hypotheses were proposed: First, SNS-based marketing strategies (enjoyabiloty, socializability and informativeness) of restaurant business companies have a significant positive effect on customers’ buying behavior. Second, the consumption value (functional, social and economic values) plays role in mediating the relationship between SNS-based marketing strategies of restaurant business companies and customers’ buying behavior. A self-administered questionnaire survey was performed for a total of 500 Korean customers of restaurant business companies who use SNS. Of these, 361 eligible questionnaire sheets were analyzed. Results are as follows: First, enjoyability and informativeness, rather than socialization, had a significant positive effect on customers’ buying behavior. Second, social value had a mediating effect but functional and economic ones did not. Third, restaurant business companies provided the latest or diverse amusing information via an SNS and thereby had a significant positive effect on buying behavior. It can be concluded that SNS-based marketing strategies should be implemented considering their enjoyability and informativeness as well as social aspects of consumption.