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한국유통경영학회> 유통경영학회지> A Study on Factors Affecting Consumer Satisfaction and Continued Use of Food Subscription Service

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A Study on Factors Affecting Consumer Satisfaction and Continued Use of Food Subscription Service

차성수 ( Seong-soo Cha ) , 나영아 ( Young-ah Rha )
  • : 한국유통경영학회
  • : 유통경영학회지 25권2호
  • : 연속간행물
  • : 2022년 04월
  • : 5-17(13pages)
유통경영학회지

DOI


목차

1. Introduction
2. Literature Review
3. Methodology
4. Results
5. Conclusion
6. Discussion and Limitations
References

키워드 보기


초록 보기

Purpose: The purpose of this study is to investigate the selection attributes of the food subscription service, which has been increasing recently. The subscription service, which was popular mainly on offline platforms in the past, is expanding to the online food industry, and there are not many studies on it.
Research design, data, and methodology: This study conducted a survey on consumers who use subscription services, and was conducted based on the survey results. The survey was conducted from May 2021 to July 2021, and data analysis was empirically analyzed using statistical program.
Results: It was found that both the perceived usefulness and perceived ease of the consumers using the subscription service had a significant effect on their continued use. In addition, overall price and diversity of food subscription service were found to have a positive effect on perceived usefulness, and convenience was found to have a positive effect on perceived ease of use. The factor that had the greatest influence on perceived usefulness was price.
Implications: This study suggests that the usefulness and ease of food subscription service are the most important. Of particular importance in subscription services are price characteristics and convenience features, so retailers should focus on these when establishing distribution strategies.

UCI(KEPA)

간행물정보

  • : 사회과학분야  > 경영학
  • : KCI등재
  • :
  • : 격월
  • : 2384-0137
  • : 2384-0145
  • : 학술지
  • : 연속간행물
  • : 1998-2022
  • : 954


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1외식업체 O2O 배달 앱 서비스 품질이 이용 의도에 미치는 영향에 관한 연구: 기술수용모델과 사용자만족모델의 통합 모델 중심

저자 : 이승환 ( Seung Hwan Lee ) , 박상범 ( Sang-bum Park )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 25권 3호 발행 연도 : 2022 페이지 : pp. 5-18 (14 pages)

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Purpose: The O2O business has a lot of room for development and growth, so it is judged that research on user intentions will have many points to suggest not only to consumers, delivery workers, and food providers but also related organizations, and information and communication related research can be summarized largely in two ways, centering on user satisfaction and technology accommodation, but there is a limit to the partial explanation of the two research flows, so this research will attempt an approach that reflects the special characteristic of a mobile app.
Research design, data, and methodology: This w as a research on the information and communication areas, which established a model that integrated a research-direction centered on user satisfaction with a researchdirection centered on the technology accommodation model, regarding the use of the O2O delivery app for restaurant companies, and for empirical analysis in which a survey was conducted, and a total of 324 responses were received and analyzed. SPSS and AMOS were used as analysis methods.
Results: In the result of the analysis, the fit of the model is shown to be at an appropriate level. The effect of information quality on ease, which is hypothesis H1-2, and the effect of service quality on usefulness, which is hypothesis H3-1, were rejected, and all the remaining hypotheses are adopted.
Implications: Through this study, that the hypothetical attitude of the technical acceptance model affects the intent of use, and the effect of usefulness on intention of use, which is different from the rational action theory in the model of Davis et al.(1989) can be presented as empirical test result of support for the model of Davis et al.(1989), and the information quality, system quality, and service quality presented by the user satisfaction-centered approach all show that they have significant effect on attitudes through the medium of perceived usefulness and perceived ease.

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2제조기업과 유통기업의 회계-세법 일치성 수준이 자본구조에 미치는 영향

저자 : 신승묘 ( Seung-myo Shin )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 25권 3호 발행 연도 : 2022 페이지 : pp. 19-30 (12 pages)

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Purpose: There have been some existing studies on the effect of 'book-tax conformity'(hereinafter BTC) on informativeness of accounting income. The purpose of this study is to extend existing studies by investigating the effect of manufacturing and distribution firm's BTC level on capital structure, and so, getting some implication about whether the BTC is positive or negative for the informativeness of accounting income. This study also aims to see whether there is some difference in test results and their implication between manufacturing industry and distribution industry.
Research design, data, and methodology: An empirical analysis is conducted for 463 manufacturing and distribution firms listed in KOSPI, and test period is from year 2012 to year 2021 resulting in 4,630 firm-year observations. First, difference test is performed on each variable in regression model between manufacturing and distribution industry. Second, regression analysis is performed to test the research hypothesis, and additional regression analysis is done for the manufacturing and distribution industry respectively.
Results: First, debt ratio, firm size and free cash flow are higher in case of distribution industry, but collateral assets, profitability and operating risk are higher in case of manufacturing industry. Second, the regression coefficient of BTC on debt ratio is negative for both manufacturing and distribution industry. And the coefficient is significant at less than 1% in case of manufacturing industry but not significant in case of distribution industry.
Implications: First, the effect of BTC on informativeness of accounting income is limited in case of distribution industry, and so, it is proper to implement enhancing BTC for manufacturing industry first if it is needed. Second, additional empirical studies with various research topics or methodologies need to be done, if we are to make more reasonable judgment about the effect of BTC on informativeness of accounting income.

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3라이브 커머스 쇼호스트의 특성이 중국 소비자의 구매 의도에 미치는 영향

저자 : Chao Tan , 김문홍 ( Moon-hong Kim )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 25권 3호 발행 연도 : 2022 페이지 : pp. 31-49 (19 pages)

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Purpose: In 2020, New Coronavirus spread all over the world, resulting in a sharp decline in the number of consumers going out, and the frequency of buying goods under the line also dropped dramatically. On the contrary, in order to avoid going out, online shopping broke out, and online consumption has become a daily phenomenon all over the world. Without direct access to goods, the online live broadcasting platform has become one of the favorite tools for consumers. The appearance of the showhost gives consumers an offline shopping experience, so the showhosts are welcomed by consumers. Therefore, this paper mainly solves the following problems: How can the Showhosts' live commerce more accurately convey the information of goods and achieve the effect of consumers' purchase? What characteristics of the Showhosts will affect the consumers' purchase intention?
Research design, data, and methodology: This paper conducts an online questionnaire survey on consumers with purchasing experience, and finally recovers 307 valid samples. Using SPSS 25.0 statistical package program is used to carryout technical statistical frequency analysis, factor analysis and reliability analysis. In order to test the hypothesis, regression analysis and media effect analysis are also carried out.
Results: The results show that the characteristics of Showhost's marketing have positive impact on consumers' attitude, the consumers' attitude(Mood) can affect purchase intention. It is concluded that consumers' attitude(Mood) plays a media role between the characteristics of Showhost marketing and purchase intention. had a positive(+) effect on purchasing intention.
Implications: The research results will contribute to the development of enterprises in marketing. While making use of Showhost for commercial marketing, enterprises should also pay attention to the maintenance of the characteristics of Showhost, maintain the personal reputation of Showhost, and build positive impressions of Showhost in the hearts of consumers, so as to promote the sustainable development of business ecosystem.

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4사회적 배제 경험이 소비자의 신기술 사용 의도에 미치는 영향

저자 : 전수현 ( Suhyun Jeon ) , 정혜욱 ( Hyewook Jeong )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 25권 3호 발행 연도 : 2022 페이지 : pp. 51-63 (13 pages)

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Purpose: We can easily experience social exclusion in our daily lives. This study was conducted to confirm the effect of social exclusion on the intention to use new technologies (e.g., VR, MR, or autonomous vehicle) in a rapidly changing modern society and the mediating effect of prevention focus in the process.
Research design, data, and methodology: To test our hypotheses, we conducted two experiments. In experiment 1, we manipulated social exclusion and performed a between-subject design. We empirically tested the hypothesis using logistic regression. In experiment 2, one hundred twenty-one subjects participated. To investigate prevention focus as a mediator, the data was analyzed using Process model 4 with 5000 bootstrap samples.
Results: The results of the experimental study demonstrated that the group who experienced social exclusion showed less intention to use new technologies than the group who experienced social inclusion. In addition, we found that the experience of social exclusion affects consumers' prevention focus, reducing the intention to use new technologies. Results: The results of experimental study demonstrated that the group who experienced social exclusion showed less intention to use new technologies than the group who experienced social inclusion. In addition, we found that the experience of social exclusion affects consumers' prevention focus, reducing the intention to use new technologies.
Implications: The present study contributes to new technology acceptance literature, showing that psychological factors such as social exclusion play a vital role in the adoption of new technologies. Psychological factors have received little attention concerning the adoption of new technologies. Also, from a managerial aspect, with the growth of the market and shortening of technologies' lifecycle, it is important to understand the factors influencing consumer adoption of new technologies.

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저자 : 강성호 ( Seongho Kang ) , 이한근 ( Hangeun Lee )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 25권 3호 발행 연도 : 2022 페이지 : pp. 65-74 (10 pages)

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Purpose: This research aims to examine how salesperson's perceptions of job insecurity affect their cross-selling behaviors at service encounter and its mediated link through job engagement and customer orientation. In other words, beyond examining the direct effect of salesperson's perceptions on cross-selling behaviors, our research was to examine the relationship between salesperson's perceptions of job insecurity and their cross-selling behaviors by exploring the serial multiple mediation process drawing upon self-determination theory.
Research design, data, and methodology: For the purpose of our research, we collected data from salespersons working retail shop such as department store in South Korea. Working with a sample of 171 department store salespersons, a theoretical serial multiple mediation model was to developed to examine the proposed hypotheses. The hypotheses were tested using regression with Hayes' Process Macro.
Results: The results of this study suggest that salesperson's perceptions of job insecurity are negatively related to salesperson's cross-selling behaviors. Second, on service encounter, job engagement did not mediate negative relationship between salesperson's perceptions of job insecurity and their cross-selling behaviors. Third, customer orientation also did not mediate negative relationship between salesperson's perceptions of job insecurity and their cross-selling capabilities. Finally, the relationship between salesperson's perceptions of job insecurity and their cross-selling behaviors are sequentially mediated by job engagement and customer orientation.
Implications: This research provides an important implication for both the Job insecurity and cross-selling behaviors literature by theorizing that job insecurity may not be a sufficient trigger of salesperson's cross-selling behaviors. Instead, it is necessary to include actual experiences (i.e. job engagement and customer orientation).

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KCI등재

1A Study on Factors Affecting Consumer Satisfaction and Continued Use of Food Subscription Service

저자 : 차성수 ( Seong-soo Cha ) , 나영아 ( Young-ah Rha )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 25권 2호 발행 연도 : 2022 페이지 : pp. 5-17 (13 pages)

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Purpose: The purpose of this study is to investigate the selection attributes of the food subscription service, which has been increasing recently. The subscription service, which was popular mainly on offline platforms in the past, is expanding to the online food industry, and there are not many studies on it.
Research design, data, and methodology: This study conducted a survey on consumers who use subscription services, and was conducted based on the survey results. The survey was conducted from May 2021 to July 2021, and data analysis was empirically analyzed using statistical program.
Results: It was found that both the perceived usefulness and perceived ease of the consumers using the subscription service had a significant effect on their continued use. In addition, overall price and diversity of food subscription service were found to have a positive effect on perceived usefulness, and convenience was found to have a positive effect on perceived ease of use. The factor that had the greatest influence on perceived usefulness was price.
Implications: This study suggests that the usefulness and ease of food subscription service are the most important. Of particular importance in subscription services are price characteristics and convenience features, so retailers should focus on these when establishing distribution strategies.

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저자 : 김영언 ( Yeong-eon Kim ) , 이호택 ( Ho-taek Yi )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 25권 2호 발행 연도 : 2022 페이지 : pp. 19-34 (16 pages)

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Research design, data, and methodology: The collected method was conducted by surveying franchise franchisees in wholesale and retail businesses in Daegu area, and 206 copies were collected. The hypothesis was verified by using structural equation modeling technique. Reliability test and confirmatory factor analysis were conducted to verify validity and reliability of the study.
Results: First, the completeness and incentive of the contract had a positive effect on the trust of the franchisee, and both hypothesis 1 and hypothesis 2 were supported. Second, safeguarding clauses was set to have a positive effect on the trust of the franchisee's franchisee, but it was not statistically significant. Third, contractual one-sidness had a negative effect on the trust of the franchisee, so Hypothesis 4 was supported. Fourth, Hypothesis 5 and Hypothesis 6 showed positive effect on the franchisee's transcendence behavior and negative effect on the opportunistic behavior.
Implications: This study investigates the effect of the franchisor ex-ante governance mechanism on the franchise's trust in the franchisor and accordingly conducts an empirical analysis on the effects of franchisor's boundary spanning behavior and opportunistic behavior.

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3An Empirical Analysis of the Effects of Information Collection and Utilization Capabilities of Chinese Small and Medium Enterprises on Their Export Performance

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발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 25권 2호 발행 연도 : 2022 페이지 : pp. 35-45 (11 pages)

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Purpose: This study discussed outsourcing strategies of Chinese SMEs in the framework of open innovation strategies, and empirically analyzed the effect of Chinese SMEs' information collection and utilization capabilities on product differentiation and cost advantage strategies promoted by companies.
Research design, data, and methodology: The paper uses how these information capabilities ultimately affect export performance as the final performance of a comp any. To this end, responses from 3 45 Chinese SMEs were secured through a survey, and empirical analysis was conducted through a structural equation model (SEM).
Results: The result suggests that outsourcing strategies of Chinese SMEs in the framework of open innovation strategies, and empirically analyzed the effect of Chinese SMEs' information collection and utilization capabilities on product differentiation and cost advantage strategies promoted by companies.
Implications: As a result of the analysis, it was found that the information collection and utilization capabilities of Chinese SMEs had a positive effect on the implementation of product differentiation strategies and cost advantage strategies, respectively.

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4정부지원, 네트워크 및 연구개발 역량이 융합역량에 미치는 영향: 기술사업화 매개효과 중심

저자 : 최규선 ( Kyu-sun Choi ) , 김현 ( Hyun Kim ) , 현병환 ( Byung-hwan Hyun )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 25권 2호 발행 연도 : 2022 페이지 : pp. 47-65 (19 pages)

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Purpose: The purpose of this study was to examine relationships among government support, network and R&D capabilities and convergence capabilities with mediating effect of technology commercilization in order to foster the efficiency of Korean R&D industry. We attempted to provide meaningful implications for Korean companies that want to increase convergence capabilities for sustainable growth and innovation.
Research design, data, and methodology: In order to verify the hypotheses, A survey was conducted on 357 employee who live in Korea. First of all, a confirmatory factor analysis was conducted for the reliability and validity. Then, we empirically tested hypotheses after comparing the correlation value with the root average variance extracted by checking the discriminant validity and bootstrapping results.
Results: First, network capability had a statistically significant effect on convergence capability by itself. Second, it was found that government support and R&D capacity did not have a significant effect on convergence capacity. Third, it was confirmed that government support and R&D capability did not directly affect convergence capability, but had a significant effect through technology commercialization capability.
Implications: In today's era of the 4th industrial revolution, where technological innovation is accelerating, companies are encouraging the enhancement of convergence capabilities by expanding R&D investment or strengthening capabilities that induce innovation, and the government is providing various support services for this purpose. However, this result confirms that the convergence capability cannot be strengthened only by expanding these capabilities. And as an alternative, it is proposed to increase both R&D capability and technology commercialization capability that has proven the full mediation effect in government support. In addition, it is proposed to expand network capabilities that have a positive effect on convergence capabilities on their own.

KCI등재

5한정판 구매에 미치는 심리적 동기에 관한 연구

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발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 25권 2호 발행 연도 : 2022 페이지 : pp. 67-80 (14 pages)

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Purpose: One of the characteristics of the recent MZ generation is that they like to pursue specialties that are different from others. This is a time when the need for marketing strategies to satisfy consumers is becoming more important along with the growth of the limited edition market. This study empirically revealed the effect of satisfaction on repurchase along with the psychological motivation on consumers' limited edition purchase intention.
Research design, data, and methodology: A online survey was conducted on 250 Korean people who live in Seoul. First, a factor analysis for the psychological factors and dependent variables were performed to confirm reliability and validity. Second, to testify the relations among psychological variables, satisfaction, purchase intention, and repurchase intention, multiple regression were conducted based on the reliability and confirmative factor analysis results. Finally, by checking the discriminant validity, we empirically tested hypotheses after comparing the correlation value with the root average variance extracted.
Results: For those who have never purchased a limited edition, it was found that narcissism and self-recognition had a positive effect on purchase intention. In the case of the experienced respondents, it was found that differentiation, show-off, and self-recognition had a positive effect on satisfaction. And satisfaction was found to have a positive effect on repurchase intention. Therefore, it is expected that the analysis of consumer sentiment in this study will help establish a limited edition marketing strategy for companies.
Implications: As a result, we confirmed that some of psychological motivation were critical factors predicting consumer behavior regarding consumption of limited edition products. A company producing limited edition could use the result for segmenting a market and what type of advertising trigger a consumer.

KCI등재

6Impact of Taiwan Unmanned Store on Consumer Intention to Use: Focusing on TAM and Innovation Diffusion Theory

저자 : 임욱승 ( Yu Cheng Lin ) , 박상도 ( Sang Do Park )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 25권 2호 발행 연도 : 2022 페이지 : pp. 81-98 (18 pages)

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Purpose: Due to the impact of COVID-19, consumers prefer to use unmanned services without face-to-face and convenient and fast checkout, and the development of unmanned convenience stores provides new channels for consumers. Thus, we use the “7-11 X-Store” that has raised up and successfully operated in recent years to conduct in-depth discussions on consumers' intention to use.
Research design, data, and methodology: This research focuses on people's use of 7-11 X-Store after the COVID-19 period, as the research object, and using online survey to collect samples. We collected 350 questionnaires and analysis on reliability, validity analysis, correlation analysis and path analysis by SPSS 26.0 and AMOS 24.0.
Results: It can be concluded that there are positive impacts on both relative advantage and complexity based on perceived ease of use. Observability has no effect on the results of perceived ease of use. Dealing with perceived usefulness, relative advantage, complexity, and observability have a positive effect. Fifth, perceived risk has a negative effect on perceived usefulness and perceived ease of use. Perceived ease of use has a positive effect on perceived usefulness. Lastly, perceived usefulness has a positive effect on intention to use and perceived ease of use has a positive effect on intention to use.
Implications: As a result, we confirmed that the core variable perceived risk can be effective to the intention of using 7-11 X-Store. It can be known that it has a negative impact on perceived ease use and perceived usefulness. Therefore, we suggest set up a more secure transaction system on the unmanned checkout system and improving the compatibility of the system with mobile phone when checkout. Overall unmanned stores will have great opportunities for development in densely populated countries in Asia, such as South Korea and Japan.

KCI등재

7전자상거래 라이브 커머스의 서비스 품질, 지각된 상품가치가 소비자 구매의도에 미치는 영향

저자 : 응홍빈 ( Hong-bin Ying ) , 여위 ( Wei Lv ) , 이경구 ( Kyung-gu Rhee ) , 이요금 ( Yao-jin Li )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 25권 2호 발행 연도 : 2022 페이지 : pp. 99-111 (13 pages)

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Purpose: E-commerce Livestreaming is an important way for enterprises to attract customers. The existing research lacks in-depth exploration of the roles of E-commerce Livestreaming service quality and its impact on customer purchase intention. This study constructs a research model to explain the influence mechanism of E-commerce Livestreaming service quality on customer purchase intention. In this model, perceived value of commodity mediate the relationship between E-commerce Livestreaming service quality and customer purchase intention. Besides, the relationship between E-commerce Livestreaming and perceived value of commodity is moderated by self-consciousness.
Research design, data, and methodology: An empirical analysis was conducted on viewers of E-commerce Livestreaming and 448 questionnaires were collected. Multiple linear regression method were used to conduct hypothesis testing and analysis the mediating effect of perceived value of commodity and moderating effect of self-consciousness.
Results: The results shows that empathy, responsiveness, usefulness and charm of E-commerce Livestreaming significantly affect customer purchase intention and perceived value of commodity mediate the relationship between empathy, responsiveness, usefulness, charm of E-commerce Livestreaming and customer purchase intention. In addition, self-consciousness of customer has significant moderating effect on the paths of responsiveness, usefulness, charm of E-commerce Livestreaming to perceived value of commodity.
Implications: According to this study, Enterprises can make full use of E-commerce Livestreaming service quality to improve perceived value of commodity, and then increase customer purchase intention. In addition, in the process of E-commerce Livestreaming service, measures should be taken to reduce the impact of customer self-consciousness.

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