외식배달플랫폼에서 프랜차이즈업체 선택속성이 구매의도에 미치는 영향과 배달외식관여도의 조절효과

Abstract

Purpose – The purpose of this study is to examine the effects of selection attribute of franchise restaurants on purchase intention in food delivery platform and the moderating effects of consumer involvement in the decision making process for online food ordering. Design, data, and methodology –Survey was conducted on a group of consumers who use online food delivery platforms more than once a week, and 322 responses were used for empirical analysis. Frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, and multiple regression analysis were conducted. Result – Results demonstrate that delivery service quality, brand awareness, brand visual information, and sales promotions shown at online food delivery platforms have positive effects on purchase intention. Also, consumer involvement moderates the relationship between the selection attributes and the purchase intention. Conclusions –Findings of the study contribute to the restaurant management literature by documenting the influence of the selection attributes of franchise restaurants on purchase intention in the online food delivery platform.