MyungJoon MOON
(Department of Agricultural Economics, Chungbuk National University)
,
Seon-Woong KIM
(Department of Agricultural Economics, Chungbuk National University)
,
HongSeok SEO
(Department of Agricultural Economics, Chungbuk National University)
Purpose: This study aims to explore the factors affecting the willingness to pay for chicken delivery services targeting college students. The results of this study provide insights for improving food delivery market services and developing effective marketing strategies. Research design, data and m...
Purpose: This study aims to explore the factors affecting the willingness to pay for chicken delivery services targeting college students. The results of this study provide insights for improving food delivery market services and developing effective marketing strategies. Research design, data and methodology: A survey employing a questionnaire was administered to students at Chungbuk National University over a 10-day period from May 15 to May 24, 2023. Out of 232 distributed surveys, 218 were considered suitable for analysis. Binomial logistic regression analysis was conducted with the willingness to pay for delivery fees contingent on chicken price, serving as the dependent variable. Results: The main findings are following. First, as the price of chicken increases, the percentage of individuals willing to pay more than 2,000 won for delivery services decreases. Second, regardless of chicken price, males exhibit a lower tendency to bear higher delivery service fees compared to females. Lastly, those who lack awareness of their recent delivery fees or have previously paid charges exceeding 3,000 won demonstrate a greater propensity to pay higher delivery service fees compared to those who have paid fees below 3,000 won. Conclusions: It is essential for chicken sellers to identify key customer segments such as single-person households, and offer pricing and services tailored to their needs and preferences.
Purpose: This study aims to explore the factors affecting the willingness to pay for chicken delivery services targeting college students. The results of this study provide insights for improving food delivery market services and developing effective marketing strategies. Research design, data and methodology: A survey employing a questionnaire was administered to students at Chungbuk National University over a 10-day period from May 15 to May 24, 2023. Out of 232 distributed surveys, 218 were considered suitable for analysis. Binomial logistic regression analysis was conducted with the willingness to pay for delivery fees contingent on chicken price, serving as the dependent variable. Results: The main findings are following. First, as the price of chicken increases, the percentage of individuals willing to pay more than 2,000 won for delivery services decreases. Second, regardless of chicken price, males exhibit a lower tendency to bear higher delivery service fees compared to females. Lastly, those who lack awareness of their recent delivery fees or have previously paid charges exceeding 3,000 won demonstrate a greater propensity to pay higher delivery service fees compared to those who have paid fees below 3,000 won. Conclusions: It is essential for chicken sellers to identify key customer segments such as single-person households, and offer pricing and services tailored to their needs and preferences.
(2023), along with insights from the studies conducted by Heo and Bae (2020) and Park and Bae (2020). Convenience sampling was employed to select the survey sample, and respondents completed the survey anonymously through self-administered questionnaires. The survey was conducted over a period of ten days, from May 15th to May 24th, 2023.
The analysis was conducted to estimate the influence of independent variables on the maximum willingness to pay for delivery fees based on chicken prices. Likelihood ratio tests, Pseudo-R-squared, and hit rates were employed to test the goodness of fit of the binomial logistic regression models, separately analyzed for chicken prices of 15,000 won, 20,000 won, and 25,000 won. The likelihood ratio test statistics were 35.
The analysis results derived from the binomial logistic regression analysis are presented in Table 2. The analysis was conducted to estimate the influence of independent variables on the maximum willingness to pay for delivery fees based on chicken prices. Likelihood ratio tests, Pseudo-R-squared, and hit rates were employed to test the goodness of fit of the binomial logistic regression models, separately analyzed for chicken prices of 15,000 won, 20,000 won, and 25,000 won.
This study carried out an online survey using Google Forms and face-to-face interviews with students enrolled at Chungbuk National University, who were the target population. The survey questions were formulated based on the Food Consumption Behavior Survey Questionnaire provided by the Lee et al.
This study employed a binomial logistic regression model to analyze the factors influencing the maximum willingness of Chungbuk National University students to pay for delivery fees based on chicken prices. The dependent variable was defined asthe maximum willingness to pay for delivery fees, while independent variables included gender, household type, monthly food expenses, monthly chicken consumption frequency, reduction in chicken consumption with a 1,000 won increase in delivery fee, recent paid delivery fee, barriers to using delivery services, and the degree of dissatisfaction with delivery fee increases.
To analyze the factors influencing the maximum willingness to pay for delivery fees, the study employed a binomial logistic regression model since the dependent variable is binary. Using OLS (Ordinary Least Squares) method with a binary dependent variable is not appropriate due to the assumptions on the distribution of the dependent variable and error structure (Walker & Duncan, 1967).
(2022) examined how delivery fees affect the decision-making process of Chinese users of online food delivery services. Using a logistic regression model, the study analyzed the influence of factors such as age, occupation, income, city tier, usage location and time, and delivery fees on the likelihood of consumers utilizing the service. The findings indicated that delivery fees had the greatest impact on consumers' likelihood of utilizing the service, with notable effects observed particularly for fee fluctuations ranging from 2 to 5 yuan.
대상 데이터
, military service, living in a boarding house) were excluded. The analysis was conducted using a sample of 218 respondents. To investigate the maximum willingness to pay for delivery fees based on chicken prices, the dependent variable was defined as the maximum amount participants were willing to pay for delivery fees when the chicken prices were set at 15,000, 20,000, and 25,000 won, respectively.
데이터처리
Lathofia and Prasetio (2023) tried to identify the factors that affect consumers' intention to repurchase using the GrabFood online food delivery services in Indonesia. Utilizing a quantitative approach along with descriptive research, the study employed IBM Statistics SPSS 25 and conducted PLS-SEM analysis using SmartPLS 3.0 to test hypothesis. The findings showed generally favorable perceptions of GrabFood, with four hypotheses being confirmed, suggesting that variables such as effort expectancy, perceived usefulness, social influence, and trust have a positive influence on repurchase intention.
이론/모형
Yu and Sakurai (2022) concentrated on understanding customer needs and requests in the Chinese online food delivery sector, particularly during the early stage of the COVID-19 pandemic. The study employed a binomial logistic regression model to examine factors influencing food delivery orders. Factors found to have a significant positive impact on purchasing behavior included living expenses ranging from 2001 to 4000 yuan, 4001 to 7000 yuan, and adverse weather conditions.
This study carried out an online survey using Google Forms and face-to-face interviews with students enrolled at Chungbuk National University, who were the target population. The survey questions were formulated based on the Food Consumption Behavior Survey Questionnaire provided by the Lee et al. (2023), along with insights from the studies conducted by Heo and Bae (2020) and Park and Bae (2020).
성능/효과
Note: (1) *, **, *** represents significance levels of 10%, 5%, 1% respectively. (2) Reference category for the dependent variable is having the willingness to pay for delivery fees below 2,000 won. (3) Reference category for independent variables are highlighted in bold in Table 1.
Note: (1) *, **, *** represents significance levels of 10%, 5%, 1% respectively. (2) Reference category for the dependent variable is having the willingness to pay for delivery fees below 2,000 won. (3) Reference category for independent variables are highlighted in bold in Table 1.
3% higher probability of paying more than 2,000 won for chicken delivery fees compared to those with monthly food expenses of less than 300,000 won. Additionally, individuals who were uncertain about or paid more than 3,000 won for recent delivery fees had a 25.5% and 27.1% higher probability, respectively, of paying more than 2,000 won for chicken delivery fees.
Among demographic independent variables, the data reveals that the proportion of males is approximately 10% higher than that of females, whereas in terms of household type, multi-person households constitute about 13% more than single-person households.
At a chicken price of 20,000 won, gender, recent paid delivery fee, and barriers to using delivery services were statistically significant at the 10% significance level. Compared to females, males had a 12.
At a chicken price of 20,000 won, males and individuals encountering barriers in delivery services due to expensive delivery fees exhibit a decreased probability of paying more than 2,000 won for chicken delivery fees. Conversely, there is a positive correlation between monthly food expenses and recent paid delivery fee with the probability of paying more than 2,000 won.
At a chicken price of 25,000 won, gender, household type, monthly food expenses, and recent paid delivery fee were statistically significant at the 10% significance level. Males had a 14.
Conversely, there is a positive correlation between monthly food expenses and recent paid delivery fee with the probability of paying more than 2,000 won. At a chicken price of 25,000 won, males and individuals living in single-person households demonstrate a reduced probability of paying more than 2,000 won for chicken delivery fees. In contrast, there is a positive correlation between monthly food expenses and recent delivery fee payments with the probability of paying more than 2,000 won.
At the 10% significance level, gender, household type, monthly chicken consumption frequency, recent paid delivery fee, and dissatisfaction with delivery fee increase were found to be statistically significant at a chicken price of 15,000 won. Compared to females, males had a 12.
At a chicken price of 20,000 won, gender, recent paid delivery fee, and barriers to using delivery services were statistically significant at the 10% significance level. Compared to females, males had a 12.1% lower probability of paying more than 2,000 won for chicken delivery fees. Those who were uncertain about their recent delivery fees or had paid more than 3,000 won had a 28.
At the 10% significance level, gender, household type, monthly chicken consumption frequency, recent paid delivery fee, and dissatisfaction with delivery fee increase were found to be statistically significant at a chicken price of 15,000 won. Compared to females, males had a 12.5% lower probability of paying more than 2,000 won for chicken delivery fees, whereas single-person households had a 17.2% higher probability. Moreover, individuals who consumed chicken at least once a month or more showed a higher likelihood of paying over 2,000 won for delivery fees compared to those who did not consume chicken at all.
Considering these findings, the dependent variable was divided into two discrete categories: 'Low Delivery Fee' (less than 2,000 won) and 'High Delivery Fee' (2,000 won or more).
At a chicken price of 20,000 won, males and individuals encountering barriers in delivery services due to expensive delivery fees exhibit a decreased probability of paying more than 2,000 won for chicken delivery fees. Conversely, there is a positive correlation between monthly food expenses and recent paid delivery fee with the probability of paying more than 2,000 won. At a chicken price of 25,000 won, males and individuals living in single-person households demonstrate a reduced probability of paying more than 2,000 won for chicken delivery fees.
Despite its evident impact, the full consequences and policy implications of this "delivery revolution" remain inadequately understood and warrant increased scrutiny.
The study employed a binomial logistic regression model to examine factors influencing food delivery orders. Factors found to have a significant positive impact on purchasing behavior included living expenses ranging from 2001 to 4000 yuan, 4001 to 7000 yuan, and adverse weather conditions. Online food delivery users place a high emphasis on the taste of meals, suggesting the importance of maintaining food quality.
For a chicken price of 20,000 won, individuals facing barriers to using delivery services, such as high delivery fees, were less likely to exhibit a higher maximum willingness to pay for delivery fees. Finally, for a chicken price of 25,000 won, individuals with higher monthly food expenses demonstrated an increase in their maximum willingness to pay for delivery fees.
For a chicken price of 15,000 won, individuals with a higher frequency of monthly chicken consumption showed a greater maximum willingness to pay. Moreover, dissatisfaction with increases in delivery fees was linked to a reduced maximum willingnessto pay for delivery fees.
Moreover, dissatisfaction with increases in delivery fees was linked to a reduced maximum willingnessto pay for delivery fees. For a chicken price of 20,000 won, individuals facing barriers to using delivery services, such as high delivery fees, were less likely to exhibit a higher maximum willingness to pay for delivery fees. Finally, for a chicken price of 25,000 won, individuals with higher monthly food expenses demonstrated an increase in their maximum willingness to pay for delivery fees.
9% lower probability. Furthermore, individuals with monthly food expenses of 600,000 won or more had a 35.3% higher probability of paying more than 2,000 won for chicken delivery fees compared to those with monthly food expenses of less than 300,000 won. Additionally, individuals who were uncertain about or paid more than 3,000 won for recent delivery fees had a 25.
The study proposed that delivery costs in the food service industry can be optimized by implementing a dynamic pricing model that utilized publicly available data. Furthermore, the authors underscored the importance of considering various factors beyond just distance to accurately assess delivery costs, providing solutions to optimize expenses for both businesses and customers.
In South Korea, the transaction volume of the food service industry within the online shopping mall sector increased from 26.1 trillion won in 2021 to 26.5 trillion won in 2022. However, with a slight decrease to 26.
At a chicken price of 25,000 won, males and individuals living in single-person households demonstrate a reduced probability of paying more than 2,000 won for chicken delivery fees. In contrast, there is a positive correlation between monthly food expenses and recent delivery fee payments with the probability of paying more than 2,000 won.
Online food delivery users place a high emphasis on the taste of meals, suggesting the importance of maintaining food quality. In this study, strategies proposed to attract Chinese online food delivery users include improving food safety supervision, maintaining the taste of meals, and improving the credibility of review systems. The study also highlighted the potential security issues encountered by online food delivery riders and their impact on order frequency.
Moreover, higher monthly food expenses correlate positively with the maximum willingness to pay for delivery fees, indicating that individuals with higher food expenditures are more willing to pay higher delivery fees. Lastly, individuals who are either unaware of their recent delivery fees or have paid delivery fees exceeding 3,000 won exhibit a greater willingness to pay for chicken delivery fees than those who have paid fees below 3,000 won.
At a chicken price of 25,000 won, gender, household type, monthly food expenses, and recent paid delivery fee were statistically significant at the 10% significance level. Males had a 14.7% lower probability of paying more than 2,000 won for chicken delivery fees compared to females, while single-person households had a 13.9% lower probability. Furthermore, individuals with monthly food expenses of 600,000 won or more had a 35.
For a chicken price of 15,000 won, individuals with a higher frequency of monthly chicken consumption showed a greater maximum willingness to pay. Moreover, dissatisfaction with increases in delivery fees was linked to a reduced maximum willingnessto pay for delivery fees. For a chicken price of 20,000 won, individuals facing barriers to using delivery services, such as high delivery fees, were less likely to exhibit a higher maximum willingness to pay for delivery fees.
Single-person households have a positive impact on the maximum willingness to pay for delivery fees when the chicken price is 15,000 won, but they have a negative impact when the chicken price increases to 25,000 won. Moreover, higher monthly food expenses correlate positively with the maximum willingness to pay for delivery fees, indicating that individuals with higher food expenditures are more willing to pay higher delivery fees. Lastly, individuals who are either unaware of their recent delivery fees or have paid delivery fees exceeding 3,000 won exhibit a greater willingness to pay for chicken delivery fees than those who have paid fees below 3,000 won.
Future research should broaden the study's scope to encompass a more diverse array of consumers hailing from various demographic backgrounds and geographical regions. Moreover, incorporating the viewpoints of delivery service workers and operators could offer invaluable insights into the operational intricacies and dynamics of the delivery market. Such inclusion would bolster the study's robustness and expand its relevance to a broader population.
6% higher probability, respectively, of paying more than 2,000 won for chicken delivery fees compared to those who had paid less than 3,000 won. Moreover, individuals facing obstacles in using delivery services due to high delivery fees had a 15.5% lower probability of paying more than 2,000 won for chicken delivery fees.
2% higher probability. Moreover, individuals who consumed chicken at least once a month or more showed a higher likelihood of paying over 2,000 won for delivery fees compared to those who did not consume chicken at all. Those who were uncertain about their recent fees or had paid more than 3,000 won had a 17.
Specifically, at a chicken price of 15,000 won, males exhibit a lower probability of paying more than 2,000 won for chicken delivery fees, whereas single-person households demonstrate a higher probability. Moreover, there is a positive correlation between monthly chicken consumption frequency and recent paid delivery fee with the probability of paying more than 2,000 won, while dissatisfaction with delivery fee increase shows a negative correlation.
The findings showed generally favorable perceptions of GrabFood, with four hypotheses being confirmed, suggesting that variables such as effort expectancy, perceived usefulness, social influence, and trust have a positive influence on repurchase intention. Nevertheless, information quality and perceived risk did not demonstrate a significant effect. To enhance consumer repurchase intention, it is recommended to focus on improving areas such as effort expectancy, usability, social influence, trust, information quality, and risk prevention.
Since the first quarter of 2018, quarterly transaction volumes for delivery apps have consistently increased, starting at 800 billion won. On an annual basis, transaction volumes have seen significant increases, with figures reaching 3.9 trillion won in 2018, 7 trillion won in 2019, 12.9 trillion won in 2020, and 23.4 trillion won in 2021.
8% higher probability, respectively, of paying more than 2,000 won for chicken delivery fees. On the contrary, those who were highly dissatisfied with the increase in delivery fee had a 19.1% lower probability of paying more than 2,000 won for chicken delivery fees.
Here isthe basic statistics of the data used in the research, as presented in Table 1. One interesting result was observed: as chicken prices increased, the proportion of individuals willing to pay higher delivery fee (2,000 won or more) decreased. This can be interpreted through both cost-related and experiential factors.
Firstly, targeting single-person households is imperative. Our results suggest that single-person households are sensitive to delivery fees, particularly in relation to chicken prices. Specifically, when the chicken price is 15,000 won, they are more likely to pay over 2,000 won for delivery fees, whereas this probability decreases as the price rises to 25,000 won.
Out of a total of 232 responses, 14 respondents who were not enrolled at Chungbuk National University and those who selected "Others" as their household type (e.g., military service, living in a boarding house) were excluded
Thus, offering incentives such as one free delivery for every five orders can incentivize consumer purchasing behavior and secure loyal customers, ultimately increasing order volume and gaining a competitive advantage within the industry. Overall, through the implementation of these strategies, businesses can effectively navigate the complexities of the delivery food market, foster customer loyalty, and simultaneously enhance operational performance.
000, indicating statistical significance at the 5% level. Pseudo-R-squared values were 0.132, 0.097, and 0.147, resulting in overall hit rates of 73.85%, 71.56%, and 70.64%, indicating the adequacy of the model.
Since the transaction volume was estimated based on only three leading delivery apps including Baedal Minjok, Yogiyo, and Coupang Eats, it was anticipated that the actual transaction volume of delivery apps would be even larger. Since the first quarter of 2018, quarterly transaction volumes for delivery apps have consistently increased, starting at 800 billion won. On an annual basis, transaction volumes have seen significant increases, with figures reaching 3.
For instance, a sample survey conducted exclusively on individuals aged 20 and above in the first quarter of 2022 revealed that delivery app transactions marked the highest quarterly transaction volume on record (Kim, 2022b). Since the transaction volume was estimated based on only three leading delivery apps including Baedal Minjok, Yogiyo, and Coupang Eats, it was anticipated that the actual transaction volume of delivery apps would be even larger. Since the first quarter of 2018, quarterly transaction volumes for delivery apps have consistently increased, starting at 800 billion won.
Regardless of the chicken price, males tend to have a lower maximum willingnessto pay for chicken delivery fees compared to females. Single-person households have a positive impact on the maximum willingness to pay for delivery fees when the chicken price is 15,000 won, but they have a negative impact when the chicken price increases to 25,000 won. Moreover, higher monthly food expenses correlate positively with the maximum willingness to pay for delivery fees, indicating that individuals with higher food expenditures are more willing to pay higher delivery fees.
The analysis indicated that as chicken prices rise, the proportion of individuals willing to pay over 2,000 won for chicken delivery fees decreases. Specifically, at a chicken price of 15,000 won, males exhibit a lower probability of paying more than 2,000 won for chicken delivery fees, whereas single-person households demonstrate a higher probability. Moreover, there is a positive correlation between monthly chicken consumption frequency and recent paid delivery fee with the probability of paying more than 2,000 won, while dissatisfaction with delivery fee increase shows a negative correlation.
Our results suggest that single-person households are sensitive to delivery fees, particularly in relation to chicken prices. Specifically, when the chicken price is 15,000 won, they are more likely to pay over 2,000 won for delivery fees, whereas this probability decreases as the price rises to 25,000 won. Moreover, dining frequency alone is correlated with spending on delivery food (Kang & Lee, 2020).
The analysis indicated that as chicken prices rise, the proportion of individuals willing to pay over 2,000 won for chicken delivery fees decreases. Specifically, at a chicken price of 15,000 won, males exhibit a lower probability of paying more than 2,000 won for chicken delivery fees, whereas single-person households demonstrate a higher probability.
This study employed a binomial logistic regression model to analyze the factors influencing the maximum willingness of Chungbuk National University students to pay for delivery fees based on chicken prices. The dependent variable was defined asthe maximum willingness to pay for delivery fees, while independent variables included gender, household type, monthly food expenses, monthly chicken consumption frequency, reduction in chicken consumption with a 1,000 won increase in delivery fee, recent paid delivery fee, barriers to using delivery services, and the degree of dissatisfaction with delivery fee increases.
The findings indicated that delivery fees had the greatest impact on consumers' likelihood of utilizing the service, with notable effects observed particularly for fee fluctuations ranging from 2 to 5 yuan
0 to test hypothesis. The findings showed generally favorable perceptions of GrabFood, with four hypotheses being confirmed, suggesting that variables such as effort expectancy, perceived usefulness, social influence, and trust have a positive influence on repurchase intention. Nevertheless, information quality and perceived risk did not demonstrate a significant effect.
The marginal effects derived from the equation (4) are presented in Table 3. The household type has a positive effect on the maximum willingness to pay for chicken delivery fees at a chicken price of 15,000 won, but this effect turns negative as the chicken price rises to 25,000 won. This implies that individuals in single-person households, in contrast to those in multi-person households, have a smaller consumption scale, making them more responsive to price fluctuations (Kang & Lee, 2020).
The impact of independent variables on the maximum willingness to pay for delivery fees varied depending on chicken prices, highlighting the need for differentiated marketing strategies. Henaux and Semal (1998) underscored the significance of providing a range of delivery options, comprehending customer expectations, and efficiently managing performance and costs to improve delivery service capabilities.
Likelihood ratio tests, Pseudo-R-squared, and hit rates were employed to test the goodness of fit of the binomial logistic regression models, separately analyzed for chicken prices of 15,000 won, 20,000 won, and 25,000 won. The likelihood ratio test statistics were 35.180, 27.190, and 43.770, with corresponding p-values of 0.001, 0.018, and 0.000, indicating statistical significance at the 5% level. Pseudo-R-squared values were 0.
The results indicated that factors such as price, information quality, and perceived usefulness of the Foodpanda app had a significant impact on consumers' intention to utilize the food delivery services.
They introduced a dynamic delivery valuation model that incorporated factors such as distance, the courier's one-time cost, and opportunity cost. The study highlighted that fixed delivery costs could lead to revenue loss during fluctuations in fuel prices, emphasizing the importance of conducting proper cost evaluations. The study proposed that delivery costs in the food service industry can be optimized by implementing a dynamic pricing model that utilized publicly available data.
The study highlighted that fixed delivery costs could lead to revenue loss during fluctuations in fuel prices, emphasizing the importance of conducting proper cost evaluations. The study proposed that delivery costs in the food service industry can be optimized by implementing a dynamic pricing model that utilized publicly available data. Furthermore, the authors underscored the importance of considering various factors beyond just distance to accurately assess delivery costs, providing solutions to optimize expenses for both businesses and customers.
(2020) indicated that the use of mobile food delivery apps differs across age groups. Their examination of age demographics within food technology applications showed that the age group of 20-29, mainly comprising college students, accounted for the highest proportion (48.5%), followed by the age categories of 30-39 (28.5%), 40-49 (14.4%), and 50 and above (8.6%).
Those who invest in higher-priced products typically anticipate superior service quality commensurate with the price. Therefore, if companies selling premium chicken offer delivery services of a similar standard, it is likely to satisfy customers, enhancing their perceptions of value in both the product and service and ultimately boosting loyalty. Service quality plays a pivotal role in fostering customer loyalty, highlighting the importance of providing outstanding service to differentiate from competitors and build enduring customer allegiance.
Secondly, customers frequently experience reduced delivery fees when ordering items above a certain price threshold. Therefore, when purchasing expensive items, it is empirically expected that customers would perceive delivery fees as more affordable.
They concluded that businesses can expand their customer base by providing a range of delivery fee options that align with customers' budgetary constraints.
The price increases have led to consumer dissatisfaction and simultaneously resulted in a decline in supplier operating profits. This indicates that increased delivery fees have a negative impact on both consumers and suppliers, potentially reducing the utilization of delivery services.
1% lower probability of paying more than 2,000 won for chicken delivery fees. Those who were uncertain about their recent delivery fees or had paid more than 3,000 won had a 28.0% and 28.6% higher probability, respectively, of paying more than 2,000 won for chicken delivery fees compared to those who had paid less than 3,000 won. Moreover, individuals facing obstacles in using delivery services due to high delivery fees had a 15.
Moreover, individuals who consumed chicken at least once a month or more showed a higher likelihood of paying over 2,000 won for delivery fees compared to those who did not consume chicken at all. Those who were uncertain about their recent fees or had paid more than 3,000 won had a 17.8% and 18.8% higher probability, respectively, of paying more than 2,000 won for chicken delivery fees. On the contrary, those who were highly dissatisfied with the increase in delivery fee had a 19.
Therefore, the purpose of this study is to identify the key factors influencing consumers' decisions to order food delivery with a specific focus on chicken. Through this, the research endeavors to offer valuable insights for improving food delivery market services and developing successful marketing strategies.
Pricing discount policies, coupons, and various options contribute to customer satisfaction, which in turn enhances operational performance (Lee, 2016). Thus, offering incentives such as one free delivery for every five orders can incentivize consumer purchasing behavior and secure loyal customers, ultimately increasing order volume and gaining a competitive advantage within the industry. Overall, through the implementation of these strategies, businesses can effectively navigate the complexities of the delivery food market, foster customer loyalty, and simultaneously enhance operational performance.
The analysis was conducted using a sample of 218 respondents. To investigate the maximum willingness to pay for delivery fees based on chicken prices, the dependent variable was defined as the maximum amount participants were willing to pay for delivery fees when the chicken prices were set at 15,000, 20,000, and 25,000 won, respectively.
(2022), consumers' average willingness to pay for delivery fees when ordering a 20,000 won meal was approximately 1,617 won, as surveyed for the appropriate delivery fee level. When analyzing the response distribution by price range, the interval of 1,000 to 2,000 won had the highest percentage at 45.3%. Additionally, based on a survey on perceptions of delivery fees conducted by Park and Lee (2022), delivery app users perceived the average reasonable delivery fee to be 1,943 won.
Recently, Kyochon Chicken raised the price of its popular menu item, the "Honey Combo," to 23,000 won. With delivery fees ranging from 3,000 to 5,000 won, consumers are now required to pay close to 30,000 won for a single chicken order. The consumers have expressed dissatisfaction with these price hikes (Im, 2023).
후속연구
They transferred the increased operating expenses, including delivery commissions, to consumers. Consequently, they suggested that in order to ensure the sustained growth of O2O (Online to Offline) food delivery platforms, there needs to be a mutually agreed-upon information of market transaction prices between suppliers and consumers.
Future research should broaden the study's scope to encompass a more diverse array of consumers hailing from various demographic backgrounds and geographical regions
However, there has been a lack of quantitative research on consumers' willingness to pay for delivery fees, which is a significant concern among recent users of delivery services. Therefore, this study aims to fill this gap by quantitatively examining the factors that influence the maximum willingness to pay for delivery fees among college students, who are the primary users of delivery apps, with a focus on chicken prices.
Therefore, this study aims to identify the factors influencing consumers' maximum willingness to pay for delivery fees based on chicken prices, It seeks to provide insights for enhancing service in the delivery food market and proposes marketing strategies to address these challenges.
Nevertheless, information quality and perceived risk did not demonstrate a significant effect. To enhance consumer repurchase intention, it is recommended to focus on improving areas such as effort expectancy, usability, social influence, trust, information quality, and risk prevention.
참고문헌 (39)
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