온라인 식료품 배송플랫폼의 마케팅믹스 요인이 소비자 만족도에 미치는 영향*

• 영문명: The Impact of Marketing Mix Factors on Consumer Satisfaction on Online Grocery Delivery Platform
• 발행기관: 한국무역연구원
• 저자명: 곽동재(Dong-Jae Gwak) 남경두(Kyung-Doo Nam)
• 간행물 정보: 『무역연구』제17권 제1호, 663~678쪽, 전체 16쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2021.02.28

영문 초록

Purpose Online delivery platform is one of the non-face-to-face businesses that are growing rapidly in recent years. In particular;the food and beverage sector is a steadily growing item among the categories of online delivery platforms even before the corona spread. This research aims to study the effect on consumer satisfaction with the factors of product;price;distribution;and promotion;which are the 4P attributes of marketing mix of online delivery platform. Design/Methodology/Approach In this research;the questionnaire was filled out through Google Survey;and the questionnaire was sent through SNS from May 18;2020 to June 4;2020. As a result;a total of 207 survey responses were collected. All of the items used in this study were measured on a 5-point Likert scale and responded from none (= 1) to very yes (= 5). Descriptive statistics;frequency analysis;reliability analysis;analysis;and regression analysis were performed using SPSS 24 to confirm research hypotheses and analyze demographic characteristics Findings The results show that among the marketing mix attributes;product attributes and distribution attributes were statistically significant at the significance level of 0.001 for consumers’ satisfaction with the online grocery delivery platform. However;it was found that the price attribute and promotion attribute were not statistically significant. Research Implications The implications of this study are that it can be seen that it is a very important factor to keep the product quality high and deliver it to consumers. Also;domestic online consumers can see that fast delivery and delivery safety are also very important factors.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법 및 절차

Ⅳ. 연구결과 및 논의

Ⅴ. 결론 및 시사점

키워드

4P Attributes Consumer Satisfaction Food and Beverage Sector Online Delivery Platform