A study on the process of processing information on Naver Place eating-out: application of Dual Process Theory

The purpose of this study is to investigate the influence of Naver Place dining information on consumers’attitudes and behavioral intentions. Based on this, this study aims to propose a strategy for connecting web maps and dining information. For this purpose, this study administered questionnaires to 300 consumers who have visited or used restaurants after using Naver Place nationwide, removed 8 insincere respondents, and used a total of 292 responses for statistical analysis. The variables for Naver Place information were classified into information quality, information intensity, and information source reliability, and a confirmatory factor analysis was conducted between usefulness and behavioral intention to confirm the structural model. The results of the study were as follows. (1) The quality of information affected the usefulness. (2) The intensity of information affected the usefulness. (3) The reliability of the information source affected the usefulness. (4) The usefulness affected the behavioral intention. Based on these results, restaurant marketers should do their best to ensure the reliability of information. It would also be advisable to set consumer guidelines such that photos and reviews are displayed in various forms to enable more diverse and specific information to be delivered.