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Application of Value-based Adoption Model to Analyze the Online Grocery Shopping and Delivery in Korea
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논문 기본 정보

Type
Academic journal
Author
Jibok Chung (Kongju National University)
Journal
management & economic research institute Journal of Management and Economics Vol.42 No.3 KCI Accredited Journals
Published
2020.8
Pages
57 - 77 (21page)

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Application of Value-based Adoption Model to Analyze the Online Grocery Shopping and Delivery in Korea
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Abstract· Keywords

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Recently, online grocery shopping has enjoyed strong growth regardless of geographic region. Furthermore, the coronavirus pandemic is pushing consumers to buy essential products digitally, which is rapidly accelerating adoption of online grocery service. The authors investigated the adoption of online grocery shopping in Korea based on the value adoption model and found that usefulness and enjoyment have significant effect on the perceived value and perceived value has significant effect on the adoption intention. The results also show that perceived value fully mediates the relationship between the sacrifice (perceived fee and perceived risk) and adoption intention while perceived value partially mediates the relationship between the benefit (usefulness and enjoyment) and adoption. In Korea, customers are more attracted by perceived benefits than perceived sacrifice since it is possible to exchange and return easily. The authors suggest that companies need to be interested in developing differentiated services like care food in an aging society and focus on profitability as well as growth since delivery of fresh food incurs additional labor and logistics costs.
#Online Grocery Shopping #Value Adoption Model #Mediating effect #Adoption Intention #온라인 식료품 쇼핑 #가치수용모형 #매개 효과 #수용 의도

Contents

Abstract
I. Introduction
II. Background and Literature review
III. Research Model and Hypotheses
IV. Empirical Analysis
V. Conclusion
References
요약

References (22)

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Baron, R. M. / 1986 / The Moderator–Mediator Variable Distinction in Social Psychological Research : Conceptual, Strategic, and Statistical Considerations / Journal of Personality and Social Psychology 51(6):1173~1182 google schola Ji-Bok Chung / 2016 / Service Quality of Online Grocery Shopping in Korean Local Regions / 유통과학연구 14(8):67~75 dbpia Droogenbroeck, E. V. / 2017 / Adoption of Online Grocery Shopping : Personal or Household Characteristics? / Journal of Internet Commerce 16(3):255~286 google schola Fornell, C. / 1981 / Evaluating Structural Equation Models with Unobservable Variables and Measurement Error / Journal of Marketing Research 18(1):39~50 google schola Hair, J. F. / 2010 / Multivariate Data Analysis / Prentice Hall google schola

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