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학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통경영학회 유통경영학회지 유통경영학회지 제23권 제2호
발행연도
2020.4
수록면
75 - 90 (16page)

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Purpose: This study intends to investigate how it affects consumers' perceived value through theoretical considerations and empirical analysis of the characteristics of delivery apps. We also want to investigate how perceived values affect consumers' intention to use. Based on this research, we are trying to draw implications that can provide help in the development of mobile delivery apps. Research design, data, and methodology: To achieve the objectives of the study, we surveyed 325 delivery food app users. The survey period was conducted from November 7, 2019 to November 18, 2019, and the data was collected through the research company Macromille Embrain. The collected data was analyzed using SPSS and AMOS statistical programs. Results: The result of the study was to verify the effect of delivery app's characteristic factors on perceived value. As a result of the study, Hypothesis 1 was found to have a positive impact on perceived value and information provision services. And interactions were found to have a negative impact on perceived values. In this study, it was found that interactivity has a negative effect on perceived values. It can be explained that the interactivity of the app itself is lowering the importance of the app's interactivity. As the mobile counterpart is generalized, it can be said that the app connecting the seller and the consumer has been generalized, reducing the importance of interactivity. In the case of Hypothesis 2, the perceived value was found to have a positive effect on consumer intention. Conclusions: The meaning of this study was investigated as an important factor to increase the app's information provision and the usability of the app when utilizing the characteristics of the delivery food app in the O2O (Online-to-Offline) market environment. I think that the negative impact of the app's interactivity in this study probably ignored its importance due to excessive use of information and improvement of mobile quality. The perceived value was found to have a positive effect on consumer intention. In other words, if the perception of delivery apps in the consumer's mind improves, we believe that food buying activities using the app will increase.

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참고문헌 (47)

참고문헌 신청
Bolton, R. N. / 1999 / A dynamic model of customers’ usage of services-Usage as an antecedent and consequence of satisfaction / Journal of marketing research 36(2):171~186 google schola Chen-Yu, H. / 2001 / Effects of product image at three stages of the consumer decision process for apparel products-Alternative evaluation, purchase and post purchase / Journal of Fashion Marketing and Management 5(1):29~44 google schola Chiagouris, L. / 2000 / Branding on the Internet / Marketing Management 9(2):34 google schola 조인철 / 2012 / 온라인 여행 커뮤니티의 특성에 따른 소비자의 신뢰와 충성도가 구매결정에 미치는 영향 / 관광연구 27(3):397~412 google schola Choi U. S. / 2017 / The Effect of O2O Delivery App Usage Attributes on Perceived Values, Attitudes, and Intentions of Continuous Use-By applying the Extended Technology Acceptance Model (ETAM) google schola

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