배달앱 이용자 라이프스타일과 배달앱 선택속성과의 관계 연구

Abstract

This study aimed to examine the relationship between consumers’ lifestyles and the selection attributes of food delivery apps, as well as to analyze how this relationship differs according to the frequency of app usage. To this end, five lifestyle factors were identified health orientation, convenience orientation, taste orientation, quality orientation, and safety orientation along with two selection attributes: convenience & accuracy and product quality. Canonical correlation analysis was conducted to explore the associations among these variables. The results revealed that among the lifestyle factors, convenience orientation, taste orientation, and safety orientation showed significant correlations with the selection attributes of delivery apps, particularly convenience & accuracy and product quality. Furthermore, when analyzed by usage frequency, the high-frequency user group exhibited stronger associations between a variety of lifestyle factors and selection attributes, whereas the low-frequency user group demonstrated meaningful correlations only with safety and convenience orientations. These findings suggest that the importance of selection attributes varies depending on consumers’ lifestyle characteristics and that differentiated marketing strategies should be developed based on usage frequency.