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논문 기본 정보

자료유형
학술저널
저자정보
윤종찬 (세종대학교) 하동희 (세종대학교)
저널정보
한국외식산업학회 한국외식산업학회지 한국외식산업학회지 제13권 제3호(통권 제36호)
발행연도
2017.9
수록면
109 - 124 (16page)

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초록· 키워드

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This research analyzes that how relational benefit, relationship quality and continuous use intention of the mobile delivery app influence each other, and from this result, this study is to provide a method of operating the mobile delivery app and marketing strategy. The subjects of this study were dining-out consumers who had experience using the mobile delivery app. The survey for this study was conducted using self-administered questionnaire and online method during the period from Jan 23 to Feb 12 in 2017, and of these, 317 valid questionnaires were used for the analysis of actual proof. The research was analyzed using SPSS 20.0 and AMOS 20.0, and the analysis result was verified through frequency analysis, confirmatory factor analysis, reliability analysis and structural equation model. According to the research result, psychological benefit and social benefit, which are the relational benefit of the mobile delivery app, showed to have a positive effect (+) which was significant at satisfaction. And psychological benefit, economic benefit and social benefit, which are the relational benefit of the mobile delivery app, showed to have a positive effect (+) which was significant at reliability. In addition, satisfaction and reliability which are the relationship quality, showed to have a positive effect (+) which was significant at continuous use intention. Based on the above results, the author proposes a new marketing strategy that can respond actively to the environment and increase the customer-centered value of dining consumers, by the formation of relationship through the use food delivery apps, which promotes bidirectional communication in the rapidly changing O2O environment. In addition, it can be expected that the use of mobile food delivery apps can be utilized in future studies concerning dining consumer behavior.

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Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구 설계
Ⅳ. 실증분석
Ⅴ. 결론
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UCI(KEPA) : I410-ECN-0101-2018-324-001552461