배달음식 앱 특성이 지각가치와 소비자 사용의도에 미치는 영향: 지각가치의 매개효과

Abstract

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.