Effects of perceived value on eating out social media on knowledge sharing and purchasing intentions

This study aims to verify the relationship between consumers’ perceived value of restaurant social media and knowledge sharing and purchase intention, understand consumers’ perceived value and behavioral intention on knowledge sharing platforms, and use this to identify the value consumers demand and utilize it as a marketing strategy for restaurant businesses. To achieve this goal, the SPSS 27.0 program was used to conduct statistical analysis on consumers who experienced restaurant social media. As a result, first, perceived value was found to have a positive (+) effect on knowledge sharing. Second, knowledge sharing was found to have a positive (+) effect on purchase intention. Third, perceived value was found to have a positive (+) effect on purchase intention. Accordingly, previous studies have shown that hedonic value has a greater effect than utilitarian value; in contrast, this study showed that the utilitarian value has a greater effect. This suggests that restaurants should establish marketing strategies for products that consumers can recognize as having practical value such as product function and usability relative to the cost to consumers.