본 연구는 배달앱을 사용하는 이용자가 지각하는 배달앱의 서비스품질을 온라인 품질과 서비스품질로 구분하여 배달앱 서비스품질의 원인요인을 실증적으로 분석하였다. 이를 위해 온라인 품질은 시스템품질, 정보 품질, 고객서비스품질로, 오프라인품질을 음식품질, 직원품질, 배달품질로 구분하였다. 본 연구의 실증분석결과는 다음과 같이 요약할 수 있다. 첫째, 배달앱의 온라인품질은 이용자의 지각된 가치에 유의한 영향을 미칠 것이라는 가설 검증 결...
본 연구는 배달앱을 사용하는 이용자가 지각하는 배달앱의 서비스품질을 온라인 품질과 서비스품질로 구분하여 배달앱 서비스품질의 원인요인을 실증적으로 분석하였다. 이를 위해 온라인 품질은 시스템품질, 정보 품질, 고객서비스품질로, 오프라인품질을 음식품질, 직원품질, 배달품질로 구분하였다. 본 연구의 실증분석결과는 다음과 같이 요약할 수 있다. 첫째, 배달앱의 온라인품질은 이용자의 지각된 가치에 유의한 영향을 미칠 것이라는 가설 검증 결과에 따라서 다음과 같이 해석을 내릴 수가 있다. 온라인 품질인 시스템품질, 정보품질, 고객서비스품질이 이용자의 지각된 가치에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 배달앱의 오프라인품질이 이용자의 지각된 가치에 긍정적인 영향을 미칠 것이라는 가설검증 결과, 음식품질과 배달품질은 이용자의 지각된 가치에 긍정적인 영향을 미치는 것으로 나타났으나, 직원품질은 이 용자의 지각된 가치에 긍정적인 관계가 도출되지 않았다. 셋째, 배달앱의 온라인품질은 이용자의 태도에 긍정적인 영향을 미칠 것이라는 가설 검증에 대한 결과에 있어 시스템품질과 고객서비스품질은 태도에 대하여 긍정적인 영향 관계를 보이는 것으로 나타났으나 정보품질은 태도에 대해서도 긍정적인 영향 관계를 보이지 않은 것으로 나타났다. 넷째, 배달앱의 오프라인품질은 이용자의 태도에 긍정적인 영향을 미칠 것이라는 가설 검증에 대한 결과에 있어 음식품질과 배달품질은 이용자의 태도에 대하여 긍정적인 영향 관계를 보였으나, 직원품질은 이용자의 태도에 대해서도 유의하게 영향을 미치지 않는 것으로 나타났다. 다섯째, 배달앱 이용자의 지각된 가치는 이용자의 태도에 긍정적인 영향을 미칠 것이라는 가설 검증에 대한 결과에 있어 유의하게 영향을 미치지 않는 것으로 나타났다. 여섯째, 배달앱 이용자의 지각된 가치는 이용자의 지속이용의도에 긍정적인 영향을 미칠 것이라는 가설 검증에 대한 결과에 있어 긍정적인 영향 관계를 보이는 것으로 나타났다. 일곱째, 배달앱 이용자의 태도는 이용자의 지속이용의도에 긍정적인 영향을 미칠 것이라는 가설 검증에 대한 결과에 있어 긍정적인 영향 관 계를 보이는 것으로 나타났다. 여덟째, 배달앱의 온라인품질은 이용자의 지속이용의도에 긍정적인 영향을 미칠 것이라는 가설 검증에 대한 결과에 있어 시스템품질과 정보품질은 이용자의 지속이용의도에 대하여 긍정적인 영향 관계를 보였으나, 고객서비스품질은 이용자의 태도에도 유의하게 영향을 미치지 않는 것으로 나타났다. 아홉째, 배달앱의 오프라인품질은 이용자의 지속이용의도에 긍정적인 영향을 미칠 것이라는 가설 검증에 대한 결과에 있어 음식품질과 배달품질은 이용자의 지속이용의도에 대하여 긍정적인 영향 관계를 보였으나, 직원품질은 이용자의 지속이용의도에 대해서 유의하게 영향을 미치지 않는 것으로 나타났다.
본 연구는 배달앱을 사용하는 이용자가 지각하는 배달앱의 서비스품질을 온라인 품질과 서비스품질로 구분하여 배달앱 서비스품질의 원인요인을 실증적으로 분석하였다. 이를 위해 온라인 품질은 시스템품질, 정보 품질, 고객서비스품질로, 오프라인품질을 음식품질, 직원품질, 배달품질로 구분하였다. 본 연구의 실증분석결과는 다음과 같이 요약할 수 있다. 첫째, 배달앱의 온라인품질은 이용자의 지각된 가치에 유의한 영향을 미칠 것이라는 가설 검증 결과에 따라서 다음과 같이 해석을 내릴 수가 있다. 온라인 품질인 시스템품질, 정보품질, 고객서비스품질이 이용자의 지각된 가치에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 배달앱의 오프라인품질이 이용자의 지각된 가치에 긍정적인 영향을 미칠 것이라는 가설검증 결과, 음식품질과 배달품질은 이용자의 지각된 가치에 긍정적인 영향을 미치는 것으로 나타났으나, 직원품질은 이 용자의 지각된 가치에 긍정적인 관계가 도출되지 않았다. 셋째, 배달앱의 온라인품질은 이용자의 태도에 긍정적인 영향을 미칠 것이라는 가설 검증에 대한 결과에 있어 시스템품질과 고객서비스품질은 태도에 대하여 긍정적인 영향 관계를 보이는 것으로 나타났으나 정보품질은 태도에 대해서도 긍정적인 영향 관계를 보이지 않은 것으로 나타났다. 넷째, 배달앱의 오프라인품질은 이용자의 태도에 긍정적인 영향을 미칠 것이라는 가설 검증에 대한 결과에 있어 음식품질과 배달품질은 이용자의 태도에 대하여 긍정적인 영향 관계를 보였으나, 직원품질은 이용자의 태도에 대해서도 유의하게 영향을 미치지 않는 것으로 나타났다. 다섯째, 배달앱 이용자의 지각된 가치는 이용자의 태도에 긍정적인 영향을 미칠 것이라는 가설 검증에 대한 결과에 있어 유의하게 영향을 미치지 않는 것으로 나타났다. 여섯째, 배달앱 이용자의 지각된 가치는 이용자의 지속이용의도에 긍정적인 영향을 미칠 것이라는 가설 검증에 대한 결과에 있어 긍정적인 영향 관계를 보이는 것으로 나타났다. 일곱째, 배달앱 이용자의 태도는 이용자의 지속이용의도에 긍정적인 영향을 미칠 것이라는 가설 검증에 대한 결과에 있어 긍정적인 영향 관 계를 보이는 것으로 나타났다. 여덟째, 배달앱의 온라인품질은 이용자의 지속이용의도에 긍정적인 영향을 미칠 것이라는 가설 검증에 대한 결과에 있어 시스템품질과 정보품질은 이용자의 지속이용의도에 대하여 긍정적인 영향 관계를 보였으나, 고객서비스품질은 이용자의 태도에도 유의하게 영향을 미치지 않는 것으로 나타났다. 아홉째, 배달앱의 오프라인품질은 이용자의 지속이용의도에 긍정적인 영향을 미칠 것이라는 가설 검증에 대한 결과에 있어 음식품질과 배달품질은 이용자의 지속이용의도에 대하여 긍정적인 영향 관계를 보였으나, 직원품질은 이용자의 지속이용의도에 대해서 유의하게 영향을 미치지 않는 것으로 나타났다.
This study empirically analyzed the causal factors of delivery app service quality by dividing the service quality of delivery apps perceived by users into online quality and service quality. For this purpose, online quality was divided into system quality, information quality, and customer service ...
This study empirically analyzed the causal factors of delivery app service quality by dividing the service quality of delivery apps perceived by users into online quality and service quality. For this purpose, online quality was divided into system quality, information quality, and customer service quality, and offline quality was divided into food quality, employee quality, and delivery quality. In addition, we sought to verify the impact of online and offline quality perceived by delivery app users on their perceived value, attitude, and intention to continue using the app. For this study, a survey was conducted by directly distributing questionnaires to 460 customers who had experience purchasing food through delivery apps in Seoul and Gyeongnam regions (Busan, Ulsan, Yangsan, etc.), and 432 copies of data were used in the final analysis. It has been done. The research period was conducted from March 1 to March 25, 2023, and the measurement tools were scales of online and offline quality, perceived value, attitude, and intention to continue use. To examine the relationship between variables, analysis was conducted using SPSS 20.0 and AMOS 20.O statistical programs. To examine the structural relationship between variables, a research model was set up and verified through competition model analysis and measurement model analysis. The analysis procedure of this study was to verify the model using a two-step approach that first reviewed the suitability of the measurement model and then evaluated the suitability of the structural equation model that included the measurement model. The empirical analysis results of this study can be summarized as follows. First, according to the results of hypothesis testing, which states that Hypothesis 1, the online quality of delivery apps will have a significant impact on users' perceived value, the following interpretation can be made. Hypothesis 1-1 revealed a significant relationship between system quality and users' perceived value, and Hypothesis 1-2, a significant relationship was derived between information quality and users' perceived value. Hypothesis 1-3 Customer service quality was also found to have a significant effect on users' perceived value. Second, as a result of hypothesis testing that Hypothesis 2 offline quality of delivery apps will have a significant impact on users' perceived value, Hypothesis 2-1 food quality was found to have a significant impact on users' perceived value, and hypothesis 2-2 No significant relationship was found between employee quality and users’ perceived value. Hypothesis 2-3 Delivery quality was found to have a significant effect on users’ perceived value. Third, in the results of testing hypothesis 3 that the online quality of delivery apps will have a significant impact on users' attitudes, Hypothesis 3-1 system quality was found to have a significant influence on attitudes. Hypothesis 3-2 Information quality did not appear to have a significant influence on attitude. On the other hand, Hypothesis 3-3 customer service quality was found to have a significant influence on attitude. Fourth, in the results of testing hypothesis 4 that the offline quality of delivery apps will have a significant impact on users' attitudes, Hypothesis 4-1 food quality showed a significant influence on users' attitudes, and Hypothesis 4- 2 Employee quality was found to have no significant effect on user attitudes. In addition, Hypothesis 4-3, delivery quality was found to have a significant influence on users' attitudes. Fifth, Hypothesis 5: Delivery app users' perceived value did not appear to have a significant effect on the results of testing the hypothesis that it would have a significant impact on users' attitudes. Sixth, Hypothesis 6: Delivery app users' perceived value was found to have a significant influence on the results of the hypothesis testing that it would have a significant impact on users' intention to continue using the app. Seventh, Hypothesis 9: The attitude of delivery app users was found to have a significant influence on the results of the hypothesis testing that it would have a significant impact on the user's intention to continue using the app. Eighth, in the results of testing Hypothesis 8, which states that online quality of delivery apps will have a significant impact on users' intention to continue using the app, Hypothesis 8-1 system quality has a significant impact on users' intention to continue using the app. Hypothesis 8-2: Information quality was found to have a significant influence on users' intention to continue using it. Additionally, Hypothesis 8-3 customer service quality was found to have no significant effect on users' attitudes. Ninth, in the results of testing hypothesis 9 that offline quality of delivery apps will have a significant impact on users' intention to continue using the app, Hypothesis 9-1 food quality has a significant impact on users' intention to continue using the app. Hypothesis 9-2 Employee quality was found to have no significant effect on users' intention to continue using. In addition, Hypothesis 9-3, customer service quality was found to have a significant influence on users' continued use intention. Meanwhile, this study studied the relationship between online and offline quality of delivery apps and perceived value, attitude, and intention to continue use, and found that online quality had a significant impact on perceived value, attitude, and intention to continue use. In particular, in offline quality, results were derived showing a partially significant effect on perceived value, attitude, and intention to continue using. However, caution is needed in interpretation because of the following limitations. First, because the survey was conducted using convenience sampling among customers with experience using delivery apps in Seoul, Busan, Ulsan, and Yangsan, there will be limitations in generalizing the research results. Therefore, better generalization can be achieved if a broader sample is set and investigated in future research. Second, this study used a questionnaire method that relied heavily on the subjective perception of respondents. Of course, variables related to delivery app online and offline quality are difficult to manipulate in a short period of time, so obtaining data through a survey after ordering food delivery may be considered a realistically effective way to achieve the purpose of the study, but the survey method does not It has the problem that the relationships between variables can be distorted due to subjective values, etc. Therefore, in future research, it will be necessary to use more objective data through case analysis, individual interviews, and participant observation methods, or through multiple methodologies that combine the two.
This study empirically analyzed the causal factors of delivery app service quality by dividing the service quality of delivery apps perceived by users into online quality and service quality. For this purpose, online quality was divided into system quality, information quality, and customer service quality, and offline quality was divided into food quality, employee quality, and delivery quality. In addition, we sought to verify the impact of online and offline quality perceived by delivery app users on their perceived value, attitude, and intention to continue using the app. For this study, a survey was conducted by directly distributing questionnaires to 460 customers who had experience purchasing food through delivery apps in Seoul and Gyeongnam regions (Busan, Ulsan, Yangsan, etc.), and 432 copies of data were used in the final analysis. It has been done. The research period was conducted from March 1 to March 25, 2023, and the measurement tools were scales of online and offline quality, perceived value, attitude, and intention to continue use. To examine the relationship between variables, analysis was conducted using SPSS 20.0 and AMOS 20.O statistical programs. To examine the structural relationship between variables, a research model was set up and verified through competition model analysis and measurement model analysis. The analysis procedure of this study was to verify the model using a two-step approach that first reviewed the suitability of the measurement model and then evaluated the suitability of the structural equation model that included the measurement model. The empirical analysis results of this study can be summarized as follows. First, according to the results of hypothesis testing, which states that Hypothesis 1, the online quality of delivery apps will have a significant impact on users' perceived value, the following interpretation can be made. Hypothesis 1-1 revealed a significant relationship between system quality and users' perceived value, and Hypothesis 1-2, a significant relationship was derived between information quality and users' perceived value. Hypothesis 1-3 Customer service quality was also found to have a significant effect on users' perceived value. Second, as a result of hypothesis testing that Hypothesis 2 offline quality of delivery apps will have a significant impact on users' perceived value, Hypothesis 2-1 food quality was found to have a significant impact on users' perceived value, and hypothesis 2-2 No significant relationship was found between employee quality and users’ perceived value. Hypothesis 2-3 Delivery quality was found to have a significant effect on users’ perceived value. Third, in the results of testing hypothesis 3 that the online quality of delivery apps will have a significant impact on users' attitudes, Hypothesis 3-1 system quality was found to have a significant influence on attitudes. Hypothesis 3-2 Information quality did not appear to have a significant influence on attitude. On the other hand, Hypothesis 3-3 customer service quality was found to have a significant influence on attitude. Fourth, in the results of testing hypothesis 4 that the offline quality of delivery apps will have a significant impact on users' attitudes, Hypothesis 4-1 food quality showed a significant influence on users' attitudes, and Hypothesis 4- 2 Employee quality was found to have no significant effect on user attitudes. In addition, Hypothesis 4-3, delivery quality was found to have a significant influence on users' attitudes. Fifth, Hypothesis 5: Delivery app users' perceived value did not appear to have a significant effect on the results of testing the hypothesis that it would have a significant impact on users' attitudes. Sixth, Hypothesis 6: Delivery app users' perceived value was found to have a significant influence on the results of the hypothesis testing that it would have a significant impact on users' intention to continue using the app. Seventh, Hypothesis 9: The attitude of delivery app users was found to have a significant influence on the results of the hypothesis testing that it would have a significant impact on the user's intention to continue using the app. Eighth, in the results of testing Hypothesis 8, which states that online quality of delivery apps will have a significant impact on users' intention to continue using the app, Hypothesis 8-1 system quality has a significant impact on users' intention to continue using the app. Hypothesis 8-2: Information quality was found to have a significant influence on users' intention to continue using it. Additionally, Hypothesis 8-3 customer service quality was found to have no significant effect on users' attitudes. Ninth, in the results of testing hypothesis 9 that offline quality of delivery apps will have a significant impact on users' intention to continue using the app, Hypothesis 9-1 food quality has a significant impact on users' intention to continue using the app. Hypothesis 9-2 Employee quality was found to have no significant effect on users' intention to continue using. In addition, Hypothesis 9-3, customer service quality was found to have a significant influence on users' continued use intention. Meanwhile, this study studied the relationship between online and offline quality of delivery apps and perceived value, attitude, and intention to continue use, and found that online quality had a significant impact on perceived value, attitude, and intention to continue use. In particular, in offline quality, results were derived showing a partially significant effect on perceived value, attitude, and intention to continue using. However, caution is needed in interpretation because of the following limitations. First, because the survey was conducted using convenience sampling among customers with experience using delivery apps in Seoul, Busan, Ulsan, and Yangsan, there will be limitations in generalizing the research results. Therefore, better generalization can be achieved if a broader sample is set and investigated in future research. Second, this study used a questionnaire method that relied heavily on the subjective perception of respondents. Of course, variables related to delivery app online and offline quality are difficult to manipulate in a short period of time, so obtaining data through a survey after ordering food delivery may be considered a realistically effective way to achieve the purpose of the study, but the survey method does not It has the problem that the relationships between variables can be distorted due to subjective values, etc. Therefore, in future research, it will be necessary to use more objective data through case analysis, individual interviews, and participant observation methods, or through multiple methodologies that combine the two.
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