음식배달 플랫폼 가맹점 선택속성이 고객만족도에 미치는 영향: 중국의 음식배달 플랫폼 가맹점을 중심으로

초록

O2O services are rapidly developing as consumer needs are diversified and a mobile convergence environment is created. In China, the use of food delivery apps such as Meituan and Amer among platform companies is prevalent as a new dining culture, and these O2O food delivery platforms provide various services such as merchant information and delivery service attributes. This study analyzed the delivery platform selection attributes, satisfaction, and continuous use intention of 357 delivery app users in China using SPSS and AMOS 21.0 programs. As a result of the analysis, seven delivery platform selection attributes were statistically significant in customer satisfaction and continuous use intention. However, among the selection attributes, images were not statistically significant for continuous use intention. These results provide important implications for understanding the selection attributes, satisfaction, and continuous use intention of services of not only food delivery platforms but also other mobile-based platforms.

키워드