배달앱 특성이 고객발언의향과 지속이용의향에 미치는 영향

• 영문명: The Influence of Delivery App Characteristics on Customers’ Intention to Post Comments and Continuance Intention to Use Delivery Apps
• 발행기관: 한국무역연구원
• 저자명: 최정훈 손민희
• 간행물 정보: 『무역연구』제18권 제6호, 443~468쪽, 전체 26쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2022.12.31

영문 초록

Purpose – This research investigates the impacts of attributes of food delivery service apps (i.e., review credibility and perceived interactivity) on intention to continue using food delivery service apps, focusing on the mediating role of intention to post consumer reviews on a food delivery service app. Specifically, we examine whether (1) review credibility and perceived interactivity of food delivery service apps influence intention to post consumer reviews on food delivery service apps; if (2) review credibility and perceived interactivity of food delivery service apps positively influence intention to continue using food delivery service apps; and if (3) intention to post consumer reviews on food delivery service apps mediates the effects of review credibility and perceived interactivity on the intention to continue using food delivery service apps. Design/Methodology/Approach – Structural equation modeling (SEM) was used to test the proposed research model on data collected from 246 respondents in an online survey. Findings – Findings indicate that (1) review credibility and the perceived interactivity of food delivery service apps positively affect intention to post consumer reviews on food delivery service apps; (2) review credibility and perceived interactivity of food delivery service apps positively affect intention to continue using food delivery service apps; (3) intention to post consumer reviews on food delivery service apps mediates the impacts of review credibility and perceived interactivity on the intention to continue using food delivery service apps. Research Implications – This study provides theoretical and practical implications for the relationship marketing strategies of online platform services, such as food delivery service apps.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경 및 가설설정

Ⅲ. 연구 설계 및 방법

Ⅳ. 분석결과

Ⅴ. 결론

References

키워드

Continuance Intention Deliver Apps Intention to Post Comments Perceived Interactivity Review Credibility