The purpose of this study is to examine the impact of consumers' digital purchasing intentions and physical experiences on their intention to revisit restaurants. The study examined the utilization of restaurants' Instagram pages within the framework of the Uses and Gratifications (U&G) theory. The study aimed to measure the impact of the Uses and Gratifications theory on Instagram sales, the influence of sales on restaurant visits, the effect on the hospitality experience of restaurant visitors, and the extent to which it affects restaurant visitation behavior. Using structural equation modeling, this study examines the mediating effects of Instagram satisfaction and restaurant visit intention on revisit intention. This study found that the Uses and Gratifications theory suggests that satisfaction with information, convenience, and self-expression influences satisfaction with Instagram. However, satisfaction with entertainment and social interaction does not have the same effect. Satisfaction with Instagram influences visitation, intention to visit impacts the satisfaction experience and visit satisfaction influences revisitation. The findings of this study make theoretical and practical contributions by extending the application of the Uses and Gratifications (U&G) theory to the use of Instagram by restaurants, as presented in a table in the final section. Restaurant managers can utilize social media platforms to connect with customers and establish two-way communication, thereby facilitating engagement with their restaurants. When updating social media accounts, businesses should also create environments that encourage repeat visits. This can be achieved through friendly staff, high-quality food and beverage offerings, and maintaining a pleasant atmosphere and excellent service. Social media satisfaction alone may not lead to repeat visits. These results also encourage restaurant businesses to utilize Instagram accounts to meet users' needs and increase their likelihood of revisiting the restaurant.

中文翻译：

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数字满意度还是实体满意度？消费者的数字意图和物理体验对再次光顾餐厅的影响。


本研究的目的是考察消费者的数字购买意愿和实体体验对他们再次光顾餐厅的意愿的影响。该研究在使用和满足 （U&G） 理论的框架内检查了餐厅 Instagram 页面的使用情况。该研究旨在衡量使用和满足理论对 Instagram 销售的影响、销售对餐厅访问的影响、对餐厅访客热情好客体验的影响以及它对餐厅访问行为的影响程度。本研究使用结构方程模型，考察了 Instagram 满意度和餐厅访问意向对再次访问意向的中介效应。这项研究发现，使用和满足理论表明，对信息、便利和自我表达的满意度会影响对 Instagram 的满意度。然而，对娱乐和社交互动的满意度并没有同样的效果。对 Instagram 的满意度会影响访问量，访问意向会影响满意度体验，访问满意度会影响再次访问。这项研究的结果通过将使用和满足 （U&G） 理论的应用扩展到餐厅对 Instagram 的使用做出了理论和实践贡献，如最后一部分的表格所示。餐厅经理可以利用社交媒体平台与客户建立联系并建立双向沟通，从而促进与餐厅的互动。在更新社交媒体帐户时，企业还应创造鼓励重复访问的环境。 这可以通过友好的员工、高品质的食品和饮料以及保持愉快的氛围和优质的服务来实现。仅靠社交媒体满意度可能不会导致重复访问。这些结果还鼓励餐厅企业利用 Instagram 帐户来满足用户的需求并增加他们再次访问餐厅的可能性。