The Impact of Social Media Marketing Characteristics in the Food Service Industry on Consumer Attitude and Purchase Intention

This study aims to empirically analyze the structural causal relationships regarding the impact of SNS marketing characteristics—a key competitive factor in the food service industry amidst widespread smartphone adoption—on consumer attitude and purchase intention. To achieve this, a survey was conducted from December 28, 2025, to January 11, 2026, targeting 275 consumers with experience using food service SNS. Data were analyzed using SPSS 26.0, employing frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, and multiple regression analysis. The results indicated that all four identified factors of food service SNS marketing characteristics—Interaction, Informativeness, Security, and Accessibility—had a statistically significant positive effect on consumer attitude. Notably, while previous studies often emphasized informativeness or entertainment, this study revealed that ‘Security/Trust’ is the most influential antecedent in forming consumer attitudes. Furthermore, positive consumer attitudes formed through SNS marketing were found to have a significant positive effect on purchase intention, confirming that favorable attitudes lead to actual store visits or product purchases. These findings suggest that in the non-face-to-face SNS marketing environment, building trust through accurate information and personal data protection is a key mechanism for eliciting positive consumer attitudes. In conclusion, food service enterprises should prioritize providing reliable information and strengthening security systems over merely using flashy visual effects, thereby establishing this as a core marketing strategy to foster continuous interaction with consumers.