온라인 구전정보의 지각된 유용성과 위험이 지각된 가치와 신뢰 및 구매의도에 미치는 영향: 배달앱 한식 메뉴를 중심으로

Abstract

The purpose of this study was to investigate the perceived usefulness and risk of eWOM Information on delivery app Korean food menu on perceived value, trust and purchase intention. A total of 369 valid samples who had visited a Delivery App Korean within the last three months. The results of the study were as follows. First, the delivery app Korean menu types were categorized into soup, stew, hot pot, steamed food, bibimbap, ssambap, noodles, grilled, and alum. Second, perceived usefulness has a significant positive effect on perceived value, and risk does not have a significant negative effect on perceived value. Third, perceived value has a positive effect on trust. Fourth, trust had a positive effect on purchase intention. The practical implications of this study are as follows. First, Marketers of food service industry are needed for information management and operation also based on experience and a review focused blogs and bulletin board. Second, online food service industry need the management and operations of these two aspects. Third, based on these findings, implications were suggested as basic data for providing effective eWOM information to users of delivery apps.