O2O 배달 앱 서비스 이용자의 충성의도에 미치는 영향에 관한 연구

Abstract

Purpose The purpose of this study is to present what elements are necessary to increase loyalty intentions from the integrated perspective of UTAUT, VAM, SERVQUAL models in order to examine the effects of intentions to accept new technologies and the service quality of delivery apps on the perceived value and loyalty intentions in analyzing the delivery app market, which is rapidly growing in the food delivery order market. Methods A total of 243 samples were obtained from consumers who had used delivery apps through a Google online questionaire survey, and IBM SPSS 26 was used for statistical testing. In order to test the study hypotheses, a three-step mediated regression analysis was performed for a multiple regression analysis and a mediated effect analysis. Results First, it was found that effort expectancy, personal innovativeness, and social influence had significant effects on perceived value. Second, effort expectancy, personal innovativeness, and social influence were shown to have significant effects on loyalty intentions. Third, responsiveness, ease of use, and reliability were found to have significant effects on perceived value. Fourth, ease of use and reliability were found to have significant effects on loyalty intention, but responsiveness was shown to have no significant effect on loyalty intentions. Fifth, perceived value was found to have significant effects on loyalty intentions, and finally, perceived value was shown to have no mediating effect among technology acceptance, service quality, and loyalty intentions. Conclusion Along with discussions on how users will actively accept and use the delivery app services using new information technologies, the organic combination of the simplicity of the ordering process, the security of personal information, and the reliability given by system stability will lead to more positive perceived value consisting of benefits and pleasure so that the customers who currently use delivery app services can be secured as long-term loyal customers who intend to use the services more consistently.