COVID-19 이후 배달앱 이용자의 자기효능감, 즐거움, 사회적 이미지가 지속적 사용의도에 미치는 구조관계 분석 - 지각된 가치의 매개효과를 중심으로 -
Post COVID-19 Analysis of the Structural Relationships between Food Delivery App Users' Self-Efficacy, Enjoyment, and Social Image on Continuous Use Intention - Focusing on the Mediating Effect of Perceived Value -
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초록
This study was conducted for residents of Daejeon who use food delivery apps. The survey was conducted for four weeks from March 27 to April 27, 2023. A total of 300 questionnaires were distributed online and 280 copies were collected. Excluding invalid responses, 265 copies were used for empirical analysis. For the analysis, SPSS 26.0 and AMOS 26.0 were used using descriptive statistics, confirmatory factor analysis (CFA), correlation analysis, and structural equation modeling (SEM). The main results and implications are as follows. First, this study empirically confirmed that social images play an important role in deriving continuous intention to use through perceived values beyond influencing consumers' attitudes or preferences. It explains the influence of social images on consumers' intention to continue using through perceived values, and shows that social images can act as important motives when consumers choose a specific product or service. Second, this study empirically confirmed the importance of self-efficacy in the context of using food delivery apps after COVID-19, especially in the context of using food delivery apps. This contributes to the development of theoretical models that take into account user-centered psychological factors in these environments.
Abstract
This study was conducted for residents of Daejeon who use food delivery apps. The survey was conducted for four weeks from March 27 to April 27, 2023. A total of 300 questionnaires were distributed online and 280 copies were collected. Excluding invalid responses, 265 copies were used for empirical analysis. For the analysis, SPSS 26.0 and AMOS 26.0 were used using descriptive statistics, confirmatory factor analysis (CFA), correlation analysis, and structural equation modeling (SEM). The main results and implications are as follows. First, this study empirically confirmed that social images play an important role in deriving continuous intention to use through perceived values beyond influencing consumers' attitudes or preferences. It explains the influence of social images on consumers' intention to continue using through perceived values, and shows that social images can act as important motives when consumers choose a specific product or service. Second, this study empirically confirmed the importance of self-efficacy in the context of using food delivery apps after COVID-19, especially in the context of using food delivery apps. This contributes to the development of theoretical models that take into account user-centered psychological factors in these environments.