외식기업 O2O 서비스의 소비가치가 소비성향과 구매의도에 미치는 영향

Abstract

With the decrease in the functional utility of certain products and an increase in diversity, consumers evaluate various values associated with online-to-offline (O2O) services, resulting in differing consumption propensities and behaviors. This study aims to examine the relationships between consumption value, purchase intention, and consumption propensities of consumers who use O2O services provided by restaurant companies through online and mobile platforms. Specifically, this study verifies the mediation effects of consumption propensities in the relationship between consumption value and purchase intention. As a result, this study found that the functional value, novel value, social value, and emotional value of O2O services positively affect consumption propensity, while the functional and emotional values of O2O services positively impact purchase intention. Moreover, consumption propensity was found to have a positive effect on purchase intention, and the functional and emotional values of O2O services were found to mediate consumption propensity partially and positively affect purchase intention. Therefore, restaurant businesses should identify consumer trends and preferences that fit the culture and current times while seeking management plans for O2O services that utilize marketing factors to secure a competitive advantage.