여성 소비자가 인지하는 외식 배달앱의 온라인 구전 품질이 정보 만족과 정보공유 의도에 미치는 영향에 관한 연구 = A Study on the Effect of Online Word-of-Mouth Quality of Food Delivery Apps Recognized by Female Consumers on Information Satisfaction and Information Sharing Intention

다국어 초록 (Multilingual Abstract)

ABSTRACT In the untact era, consumers rely on online shopping malls and delivery apps to purchase food or related markets are growing rapidly. In particular, delivery apps has been a attention as an effective means to overcome the downturn in the restaurant market caused by COVID-19. Therefore, this study applied online word-of-mouth quality to female consumers who used food delivery apps, investigated the sub-component dimensions of online word-of-mouth quality in consumer reviews of food delivery apps, and investigated the relationship between information satisfaction and information sharing intention. In this study, the target population of current study was defined as female consumers who had used food delivery apps within the past year. In May 2022, a preliminary survey was conducted on 30 female consumers who had experience using food delivery apps, and the final questionnaire was modified and supplemented based on the reliability and validity verification of the questionnaire items and measurement factors. As a research method, first, demographic and general characteristics such as marital status, age group, and average amount of expenditure were identified. Subsequently, the reliability and validity of the measurement factors were verified. In addition, confirmatory factor analysis was conducted on the measurement factors prior to hypothesis testing using the AMOS 23.0 program, and the structural causal relationship between each measurement factor was verified after verifying the suitability of the research model. As a result of the research analysis, it was found that usefulness, reliability, and accuracy, which are online word-of-mouth quality, had a significant positive (+) effect on information satisfaction and information sharing intention. In addition, information satisfaction was found to have a significant positive (+) effect on information sharing intention. Through these research results, the importance of online word-of-mouth quality management in consumer reviews of food delivery apps was highlighted, and useful implications for managing consumer reviews of food delivery apps were suggested.

국문 초록 (Abstract)

코로나 19로 인해 언택트 시대가 도래되었고 온라인 쇼핑몰과 배달 앱 관련 시장이 급성장하였으며, 배달 앱은 외식 시장 침체를 극복하기 위한 효과적인 수단으로 주목받고 있다. 이에 본 연구는 배달앱을 이용하는 여성소비자를 대상으로 외식 배달앱의 온라인 구전품질이 정보만족과 정보공유 의도에 미치는 영향관계를 검증하고자 한다. 본 연구의 모집단은 최근 1년 이내 음식배달 앱을 이용한 여성 소비자로 정의하였으며, 음식배달 앱 이용 경험이 있는 여성소비자 300명을 대상으로 온라인 설문조사를 실시하였다. 연구방법으로는 인구통계학적 특성분석을 수행하였으며 측정요소의 신뢰성과 타당성을 검증하였다. 또한, AMOS 23.0 프로그램을 이용하여 측정요인들 간의 구조적 인과관계를 통한 가설검증을 실시하였다. 연구결과, 온라인 입소문 품질인 유용성, 신뢰성, 정확성은 정보에 유의미한 정(+)의 영향을 미치는 것으로 나타났다. 다음으로 정보만족도는 정보공유의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 이러한 연구 결과를 통해 배달 앱에 대한 구전품질의 관리와 이를 활용한 다양한 마케팅적 시사점을 제안할 수 있었다.