Are Emotional Factors Important for Popular Restaurants on Social Network Service?: Focused on MZ Consumers

This study aimed to empirically analyze how emotional factors of SNS-popular restaurants influence the satisfaction, trust, and commitment of MZ generation consumers who use these SNS-popular restaurants. The sample for this study consisted of adults from the MZ generation, who are very familiar with and frequently use SNS and online information, and who have visited restaurants based on online information within the past year. The survey was conducted using an online questionnaire link and targeted 259 adults from the MZ generation. Statistical analysis was performed using SPSS 25.0 and AMOS 23.0 to analyze demographic and general characteristics, as well as to verify reliability and validate the fit of the proposed research model. The results showed that among the various factors perceived by MZ consumers who have visited online popular restaurants, emotion directly influences trust, commitment, and satisfaction. These findings reaffirm that emotional factors are significant attributes for the MZ generation when it comes to online restaurant information, and based on these results, various marketing strategies were proposed.