신선식품 새벽배송 서비스의 지각된 가치가 지속사용의도에 미치는 영향: 가치기반수용모델을 중심으로

Abstract

With the proliferation of ‘untact (non-face-to-face)’ consumption culture caused by COVID-19, an increased number of people who purchase online has eventually led to intensified competition in fresh food early-morning delivery services. Although there has been many attempts to examine how the perceived value of online shopping users influences continuous use intention, research especially focusing on fresh food early-morning delivery services has rarely been conducted. Therefore, based on the value-based adoption model and prior literature, this study identifies perceived benefits (product quality, product specialization, and delivery convenience) and perceived risks (delivery risk, security risk, product heterogeneity) and examines the influence of these factors on perceived value, which in turn leads to continuous use intention in the context of fresh food early-morning delivery services. In addition, the moderating role of shopping mall trust in the relationship between influencing factors and perceived value is further validated. The results of structural equation model analyses with 155 responses from consumers indicate that perceived benefits are influencing perceived value, which leads to continuous use intention. Also, the moderating role of trust is found. The findings of this study could provide managers in fresh food early-morning delivery services with specific guidelines for securing competitiveness against both direct and indirect competitors.