외식 바이럴 마케팅에 대한 인식이 바이럴 마케팅 이용 후 만족도에 미치는 영향

The main purposes of this study were to assess perceptions of viral marketing and to identify the relationships between viral marketing perception and satisfaction. The survey was administered during April-May 2010, targeting twenties college students in Jeonbuk Province. A total of 132 copies of the questionnaire were collected for the data analyses such as frequency test, reliability test, factor analysis, t-test, ANOVA, duncan's multiple range test and multiple regression analysis using SPSS 17.0 program. The main results of this study were as follows: Blog and website were concerned as more growable media than mini-homepage and cafe. The factor analysis identified six underlying dimensions of hospitality viral marketing pecpetions(fun, useful information, growing media, fast information, reliable information, and business benefit) and one dimension of satisfaction(satisfaction). Through multiple regression analyses, five determinanats(useful information, reliable information, fun, business benefit, growing media)were found to have the greatset impact on satisfaction.