배달음식의 지각된 위험과 지각된 가치, 신뢰 그리고 구매의도와의 관계에 관한 연구
A study on the relationship between perceived risk of delivery food, perceptual value, trust, and purchase intention
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This study aims to examine how perceived risk affects perceived value, trust, and purchase intention for delivery food in the restaurant industry. Data collection was conducted for 20 days from October 1 to October 20, 2023, and a total of 400 questionnaires were distributed and 340 were returned. Of these, 48 questionnaires that were insincerely answered were excluded, and 292 were used in the final analysis. The results of the analysis are summarized as follows. First, the results of the analysis on the relationship between perceived risk and perceived value are as follows. It was found that delivery risk, social risk, and economic risk significantly affected the perceived value of delivery food for restaurant consumers, while product risk did not have a significant effect. Second, in the relationship between perceived risk and trust, social risk and product risk were found to have a significant effect on trust, while delivery risk and economic risk did not have a significant effect. Third, it was found that the perceived value of delivery food had a positive effect on customer trust. Fourth, the perceived value of delivery food was found to have a positive effect on customers’ purchase intention. Fifth, customers’ trust in delivery food was found to have a positive effect on consumers’ loyalty.
Abstract
This study aims to examine how perceived risk affects perceived value, trust, and purchase intention for delivery food in the restaurant industry. Data collection was conducted for 20 days from October 1 to October 20, 2023, and a total of 400 questionnaires were distributed and 340 were returned. Of these, 48 questionnaires that were insincerely answered were excluded, and 292 were used in the final analysis. The results of the analysis are summarized as follows. First, the results of the analysis on the relationship between perceived risk and perceived value are as follows. It was found that delivery risk, social risk, and economic risk significantly affected the perceived value of delivery food for restaurant consumers, while product risk did not have a significant effect. Second, in the relationship between perceived risk and trust, social risk and product risk were found to have a significant effect on trust, while delivery risk and economic risk did not have a significant effect. Third, it was found that the perceived value of delivery food had a positive effect on customer trust. Fourth, the perceived value of delivery food was found to have a positive effect on customers’ purchase intention. Fifth, customers’ trust in delivery food was found to have a positive effect on consumers’ loyalty.
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