배달앱 특성이 고객발언의향과 지속이용의향에 미치는 영향

Abstract

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.