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온라인 배달 주문 서비스의 전환장벽, 만족, 다양성 추구 행동이 재구매 의도에 미치는 영향

A Study on the Influence of Switching Barriers, Satisfaction, and Variety-Seeking Behavior on Repurchase Intention in Online Delivery Order Service

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초록

오늘날의 사회는 다양한 정보통신기술이 발전하고 있으며 이와 더불어 최근에는 코비드 19의 발생과 그 영향에 따라서 비대면 서비스 시장은 급격하게 성장을 하고 있다. 따라서, 이와 관련된 실무자, 연구자들은 비대면 서비스 시장 내에서 급격하게 성장하고 있는 온라인 배달 주문 서비스 분야의 시장 확장과 경쟁 상황에서 발생할 수 있는 독점 상황에 대한 지속적인 관심이 필요한 상황이다. 이에 본 연구는 전환장벽, 만족, 다양성 추구 행동을 활용하여 온라인 배달 주문 서비스를 사용하는 소비자의 재구매 의도 형성 과정을 포괄적으로 파악하고자 하였다. 본 연구는 총 301명의 표본을 활용하여 구조 분석을 실시하였고 사용된 변수들은 유의하게 재구매 의도 형성을 예측하고 설명하였다. 연구 결과에 따르면, 전환장벽은 만족과 재구매 의도에 정(+)의 영향을 미치고, 다양성 추구 행동에는 부(-)의 영향을 미치는 것으로 나타났다. 또한 만족은 재구매 의도에 정(+)의 영향을 미치고, 다양성 추구 행동에는 부(-)의 영향을 미치는 것으로 나타났다. 그리고 다양성 추구 행동은 재구매 의도에 부(-)의 영향을 미치는 것으로 나타났다. 특히, 다양성 추구 행동과 다른 변수들 간의 관계는 연구자와 실무자에게 새로운 통찰력을 제시한다.

Abstract

Along with various information and communication technologies, the non-face-to-face service market is growing rapidly due to the influence of COVID 19. Therefore, the market expansion and monopoly situation in the field of online delivery order service continue. Thus, this research was designed to provide a comprehensive understanding of the formation of consumers' repurchase intentions in the context of online delivery order services using switching barriers, satisfaction, and variety-seeking. The results of the structural analysis from a sample of 301 respondents showed that our unified model includes a satisfactory level of prediction power for repurchase intention. According to the results of the study, the switching barriers have a positive influence on satisfaction and repurchase intention, while variety-seeking behavior has a negative influence. In addition, satisfaction has a positive effect on repurchase intention while variety-seeking behavior has a negative effect. It turns out that the variety-seeking behavior has a negative impact on repurchase intention. Specifically, the relationship between variety-seeking behavior and other variables presents new insights to practitioners and researchers.

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