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A Study on the Portal Site POI Contents Characteristics On Customer Favorability and Visit Intention: Focusing on the restaurants

  • Journal of The Korea Society of Computer and Information
  • Abbr : JKSCI
  • 2023, 28(12), pp.249-257
  • DOI : 10.9708/jksci.2023.28.12.249
  • Publisher : The Korean Society Of Computer And Information
  • Research Area : Engineering > Computer Science
  • Received : November 9, 2023
  • Accepted : November 29, 2023
  • Published : December 29, 2023

Gye-Beom Jo 1

1조선이공대학교

Accredited

ABSTRACT

In this paper, we propose ways how portal site POI(Point-of-Interest) contents by analyzing the effect of portal site POI contents attributes on favorability, satisfaction, and visit intention, and to propose a strategic marketing plan using portal site POI contents in restaurants. In this study, a survey was conducted on 300 people who had experience using portal site POI contents. Through prior research, the portal site POI contents attributes were classified into accuracy, authority, aesthetics, and currency. To verify the research hypothesis, single regression analysis and multiple regression analysis were conducted to confirm the relationship between variables. To summarize the core research results, first, the portal site POI contents attribute showed a positive relationship with favorability. Second, it was found that the portal site POI contents attribute had a positive relationship with satisfaction. Third, it was found that favorability had an effect on satisfaction. Fourth, it was found that favorability had an effect on the visit intention. Fifth, satisfaction was found to have an effect on the visit intention. Based on the analysis results, in order to induce customer visits in restaurants, it is necessary to make good use of portal site POI contents to increase user favorability and to allow users to visit stores.

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