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플랫폼 혁신성과 신뢰성이 플랫폼 성과에 미치는 영향에 관한 연구 - 한국농수산식품유통공사 플랫폼 대상으로
상병하,김동현,박찬욱 한국인터넷전자상거래학회 2023 인터넷전자상거래연구 Vol.23 No.4
This study aimed to understand the impact of innovation and trust of the aT (Korea Agro-Fisheries & Food Trade Corporation) agri-food online platform on the activation of service and the switching of service. To gather data for this study, 160 questionnaires were distributed to consumers who had experience purchasing from the aT agricultural food online platform, and 150 of these responses were used for the final analysis. The findings of the study revealed a significant effect of the innovation and trust of the aT agricultural food online platform service on the satisfaction of its users. Furthermore, Hypotheses 2, 6, 7, and 8 were not supported, suggesting that a higher perception of innovation of the aT agricultural online platform may not affect the activation of service and the switching of service, and did not mediate through service satisfaction and cost burden. Based on the stable business foundation for the long-standing agricultural distribution sector in the platform role and function of the Agricultural and Fishery Cyber Exchange, a distribution public corporation in the agricultural sector, it was found that there is a positive and active intention to use the service. The implications of this study are to secure transactions centered on MD (Merchandiser) for matching transactions in the private sector, and to convert the B2B (Posmall) platform service, which has maintained a passive online platform through intermediary transaction activities, from a closed-mall-based business structure to an active open-mall.