Abstract
Purpose The purpose of this study is to examine the effect of service quality characteristics on the perceived value of users with consumers who have experience in using delivery apps in China, which is the largest market in the world. Methods For research analysis, samples were secured through an online survey with Chinese consumers and statistical tests were performed using IBM SPSS 26. Hierarchical regression analysis was conducted to test the research hypothesis, and 3-step mediated regression analyses and moderating effect analyses were performed for mediating effect analysis. Results Convenience, reliability, and stability among the service quality factors were found to have significant positive (+) effects on the perceived value, but informativity was found to have no significant effect on the perceived value. Social impacts had mediating effects between service quality and perceived value, but there was no moderating effect of personal innovativeness between service quality and perceived value. Conclusion The service quality factor to which Chinese consumers give top priority when using delivery apps is stability. Therefore, online service quality should be managed so that consumers can use the service feeling easy by securing the stability of information security.
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