신선식품 플랫폼 이용자의 지각된 용이성과 유용성이 신뢰, 고객만족, 재구매의도에 미치는 영향

Abstract

The purpose of the study is to determine the effect of a fresh food platform on users' technology acceptance model, perceived ease of use, perceived usefulness, trust, customer satisfaction, and repurchase intention. As a result of the verification, perceived ease of use was found to have a significant effect on perceived usefulness. In the technology acceptance model, perceived usefulness and perceived ease of use were found to have a significant effect on trust and customer satisfaction. Trust was found to have an effect on customer satisfaction, and customer satisfaction was found to have a significant effect on repurchase intention. It was found that trust had a mediating effect in the relationship between technology acceptance theory and customer satisfaction. Through this study, we reconfirmed the relationship between fresh food platform users' trust in the technology acceptance model, customer satisfaction, and repurchase intention. In other words, this suggests that consumers build trust based on the perceived ease and usefulness of fresh food platforms, and when they are satisfied, this can lead to repurchase intention.