외식 O2O 플랫폼 지출결정요인에 관한 연구: Tobit모형의 적용

Abstract

As the restaurant industry becomes a major channel of the O2O platform, its area is gradually expanding and diversifying. There are various factors that can affect the spending behavior of O2O platform service users. Demographic characteristics and usage behavior characteristics are important variables that can explain potential consumers. The purpose of this study is to identify the dining out expenditure of users of the dining out O2O platform service and to estimate the determinants. To this end, the Tobit model was applied to set a theoretical background and analyze the sample. It is expected that by conducting an empirical analysis on the determinants of consumption expenditure, a new framework for evidence for the effectiveness of O2O platform services in the restaurant industry can be presented. Through the results of the study, we tried to present marketing strategies and practical implications for the development of O2O platform services for dining out. As a result of the analysis, explanatory variables that significantly affect consumption expenditure on the O2O platform for dining out were gender, presence or absence of children, occupation, income, household type, period of use, decision-makers, preferred menus, convenience factors, and marketability factors.