선택한 단어 수는 입니다.
최소 단어 이상 선택하여야 합니다.
최소 단어 이상 선택하여야 합니다.
선택한 단어 수는 30입니다.
최대 10 단어까지만 선택 가능합니다.
최대 10 단어까지만 선택 가능합니다.
가설 설정
- H1: The usage factors of delivery apps will influence customer satisfaction.
- H2: The usage factors of delivery apps will influence customers’ reuse intention.
제안 방법
- For the online questionnaire, the survey contents were composed using OzSurvey, and it was possible for participants to participate in the survey by clicking on a URL distributed through e-mail or smartphones. The off-line survey was carried out by directly distributing questionnaires to the participants and collecting them as soon as they completed their responses. A total of 414 people participated in the online survey, and after excluding 202 insincere or incomplete responses, a total of 211 (51.
- The questionnaire used in the present study was based on previous studies (Son, 2013; Kim, 2010; Gil, 2011) and modified to fit the need of the present study. The questionnaire items comprised nine usage pattern items, 17 purchase attribute items, 22 usage factor items, three satisfaction items, four reuse intention items, and seven general items; among those, items on usage pattern, purchase attributes, usage factors, satisfaction, and reuse were measured using a five-point Likert scale. A five-point Likert scale was chosen because having lesser number of scale points makes it easier to carry out the survey.
- The questionnaire used in the present study was based on previous studies (Son, 2013; Kim, 2010; Gil, 2011) and modified to fit the need of the present study. The questionnaire items comprised nine usage pattern items, 17 purchase attribute items, 22 usage factor items, three satisfaction items, four reuse intention items, and seven general items; among those, items on usage pattern, purchase attributes, usage factors, satisfaction, and reuse were measured using a five-point Likert scale.
대상 데이터
- The off-line survey was carried out by directly distributing questionnaires to the participants and collecting them as soon as they completed their responses. A total of 414 people participated in the online survey, and after excluding 202 insincere or incomplete responses, a total of 211 (51.2%) questionnaires were used in the analysis. In the case of the offline survey, a total of 355 questionnaires were distributed and all of them were collected.
- The general characteristics of the survey participants are shown in The survey participants were 43.0% (173) male and 57.0% (229) female. Their education level in the order of highest to lowest frequency was university graduates (or in university) 87.
데이터처리
- Factor analysis was conducted to test validity of measurement instrument for each construct, and the internal reliabilities was estimated through Cronbach’s α. Also, a standard multiple regression analysis was conducted to determine the influence of delivery app usage factors on customer satisfaction and reuse intention.
성능/효과
- The questionnaire items comprised nine usage pattern items, 17 purchase attribute items, 22 usage factor items, three satisfaction items, four reuse intention items, and seven general items; among those, items on usage pattern, purchase attributes, usage factors, satisfaction, and reuse were measured using a five-point Likert scale. A five-point Likert scale was chosen because having lesser number of scale points makes it easier to carry out the survey. According to a previous study (Choudhury & Bhattacharjee, 2014), the values of average coefficient of variation for 5 to 7-point do not differ significantly from each other, and an increment of reliability in the number of scale points is not significant in studying the consumer behavior.
- First, the analysis of the influence of delivery app usage factors on customer satisfaction showed that satisfaction with the usage factors positively influences satisfaction with delivery apps. In particular, the informativeness factor, measured by items such as “provides reliable information” and “shows an appropriate configuration of information”, and the payment and safety factor, measured by items such as “payment convenience”, “feels safe to use a delivery app”, and “relatively inexpensive”, were found to significantly influence customer satisfaction.
- In particular, the informativeness factor, measured by items such as “provides reliable information” and “shows an appropriate configuration of information”, and the payment and safety factor, measured by items such as “payment convenience”, “feels safe to use a delivery app”, and “relatively inexpensive”, were found to significantly influence customer satisfaction.
- Multiple regression analysis was conducted to determine the influence of informativeness, payment and safety, usefulness, and convenience, which are the delivery app usage factors, on customers’ reuse intention; the results show that a positive evaluation of the usage factors influences reuse intention for delivery apps (Table 5).
- Second, only honest service reviews should be allowed, without advertisement, and the reliability of delivery apps should be improved by making sure that the apps provide the promised services without exception by ensuring the system can handle demand. Kim et al.
- Second, some of the delivery app usage factors were found to positively influence reuse intention for delivery apps. While all four usage factors influence the level of satisfaction, only the two factors of informativeness and payment and safety were found to influence reuse intention.
- As a measure to improve the quality of delivery app usage factors to increase customer satisfaction and reuse intention, first, the delivery app companies should update new menus and prices quickly to provide more accurate information. The results of the present study show that the informativeness of the delivery apps influences customer satisfaction and reuse intention. If the provided information is inaccurate when a delivery app is used, customer satisfaction and reuse intention will decrease.
후속연구
- This study has limitations on the target and regions by being carried out around Daejeon and it is difficult to generalize. Therefore, if future study needs to expand the scope of research targeted at consumers nationwide, it would be more meaningful empirical research.
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