The Effect of SNS Characteristics on On-Line Words of Mouth using Extended Information Technology Acceptance Model

Purpose: This study strove to investigate the causal relationship between SNS characteristics, extended information technology acceptance model (ETAM) and online word of mouth(e-WOM) with restaurants as the subjects. In addition, it was strove t o understand t he i nf ulential p rocess of r estaurant SNS characteristics on extended information technology acceptance model and online word of mouth, deduce the strategic factors to be considered at the time of executing marketing activities by using SNS. Research design, data, and methodology: Data collection was carried out for 5 days f rom April 5 to A pril 9 , 2022. A total of 400 c opies of questionnaires were distributed and 373 of the retrieved questionnaires after having excludes those that were completed insincerely were used in the final analysis. To verify the study hypothesis, structural equation model(SEM) analysis was executed by using statistics package AMOS ver. 25.0. Results: First, it w as f ound t hat i nformativity, reliability and amusement have significant positive ef f ect on p erceived u sef ulness. Second, it w as f ound t hat informativity, amusement and interactivity have significant positive effect on perceived ease of use. Third, it was found that informativity and amusement have significant positive effect on perceived enjoyment. Fourth, it was found that perceived usefulness and perceived enjoyment have positive effect on the sustained intention to use. Fif th, as the result of verif ication of hypothesis that sustained intention to use SNS will have significant positive effect on intention for online word of mouth, it was found to impart positive effect. Implications: T his study strove t o assess the consumer b ehavior of the S NS users with restaurants as the subjects. This study attempted to present the SNS characteristics by applying extended information technology acceptance model and can be said to be academically significant in having pursued research on the attitude of consumers in accommodating information technology. There is a need to pursue study in the future by further subdividing the s tudy subjects.