A Study on the Impact of Fine Dining Restaurant SNS Marketing Characteristics on Behavioral Intention: Focusing on the Mediating Effect of Online Reviews and the Moderating Effect of Chef’s Reputation

This study focuses on the social media-based marketing characteristics emphasized by fine dining restaurants and aims to investigate the impact of online reviews, chef reputation, and social media interactions on customer behavioral intentions. The survey was conducted for 20 days, starting October 10, 2025, and 265 questionnaires were used for empirical analysis. Hypothesis 1 was partially supported through regression analysis. Hypothesis 2 revealed that online reviews partially mediate the relationship between entertainment and behavioral intentions among social media marketing characteristics. Hypothesis 3 revealed that chef reputation moderates the relationship between entertainment and behavioral intentions among social media marketing characteristics.The results derived from this empirical analysis will provide practical data for domestic fine dining restaurant operators to develop effective marketing strategies. It is expected to contribute to securing a competitive edge in the overheated restaurant market and achieving sustained sales growth.