O2O 플랫폼의 지각된 가치와 지속이용의도 - 신뢰의 매개효과 -

Abstract

This study aims to analyze the impact of consumers' perceived value on continuous usage intention in O2O platforms and to identify the mediating effect of trust. To achieve this, a survey was conducted with 336 consumers who had experience purchasing fresh food through O2O platforms. Exploratory factor analysis (EFA), reliability analysis(Cronbach’s  ), regression analysis, and mediation effect verification were performed. The results of the study are as follows. First, perceived value had a significant positive (+) effect on trust. Second, perceived value also had a significant positive effect on continuous usage intention. Third, trust itself significantly influenced continuous usage intention. Fourth, trust played both a partial and full mediating role in the relationship between perceived value and continuous usage intention, with system value showing a partial mediation effect, and product value exhibiting a full mediation effect through trust. This study empirically confirms that trust plays a crucial role in encouraging consumers' continuous use of O2O platforms, suggesting that platform companies should adopt strategic approaches to enhance consumer trust. Future research should include additional analyses that consider the changes in trust based on long-term user experience and differences across platform types.