Korean consumers’ use and concerns about food delivery service
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초록
BACKGROUND/OBJECTIVES: Despite the rapid growth of the online food deliver y ser vice market since the outbreak of coronavirus disease 2019, little research has focused on how consumers are using food deliver y ser vice and what they are concerned about when using food deliver y ser vice. Moreover, previous studies have not paid adequate attention to how these concerns are related to consumers’ intention to use food deliver y ser vice. Therefore, our study examines behaviors and concerns regarding food deliver y ser vice and identifies the key factors in consumers’ intention to use food deliver y ser vice. SUBJECTS/METHODS: Using data collected from 549 Korean consumers, we conducted descriptive analysis, explorator y factor analysis, and multiple regressions. RESULTS: We found that using food deliver y ser vice is not only for main meals at home or the office but also to meet a variety of dietar y needs and occasions. The findings indicated that Korean consumers are most concerned about the sustainability of food deliver y ser vice, followed by health, hygiene, hedonic, and usability aspects of the ser vice. Hygiene concerns and a hedonic aspect of the ser vice were negatively associated with consumers’ intention to use food deliver y ser vice among users, while health concerns decreased the intention of non-users. CONCLUSION: The findings have implications for practitioners and policy makers in food deliver y ser vice. To further propel market growth, they should help reduce health concerns of non-users, as well as hygiene and hedonic concerns of existing users.
Abstract
BACKGROUND/OBJECTIVES: Despite the rapid growth of the online food deliver y ser vice market since the outbreak of coronavirus disease 2019, little research has focused on how consumers are using food deliver y ser vice and what they are concerned about when using food deliver y ser vice. Moreover, previous studies have not paid adequate attention to how these concerns are related to consumers’ intention to use food deliver y ser vice. Therefore, our study examines behaviors and concerns regarding food deliver y ser vice and identifies the key factors in consumers’ intention to use food deliver y ser vice. SUBJECTS/METHODS: Using data collected from 549 Korean consumers, we conducted descriptive analysis, explorator y factor analysis, and multiple regressions. RESULTS: We found that using food deliver y ser vice is not only for main meals at home or the office but also to meet a variety of dietar y needs and occasions. The findings indicated that Korean consumers are most concerned about the sustainability of food deliver y ser vice, followed by health, hygiene, hedonic, and usability aspects of the ser vice. Hygiene concerns and a hedonic aspect of the ser vice were negatively associated with consumers’ intention to use food deliver y ser vice among users, while health concerns decreased the intention of non-users. CONCLUSION: The findings have implications for practitioners and policy makers in food deliver y ser vice. To further propel market growth, they should help reduce health concerns of non-users, as well as hygiene and hedonic concerns of existing users.
참고문헌 (37)
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