The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
권호 표지
DOI QR코드

DOI QR Code

Analysis of Factors Affecting the Continuance Intention to Use Mobile Grocery Shopping

모바일 식품구매 서비스의 지속사용의도에 관한 연구

  • 이한진 (고려대학교 디지털경영학과) ;
  • 박영근 (고려대학교 디지털경영학과) ;
  • 민대환 (고려대학교 디지털경영전공/학과)
  • Received : 2020.02.29
  • Accepted : 2020.04.28
  • Published : 2020.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

Purpose This paper attempts to explain the recent expanding trend in Mobile Grocery Shopping(MGS). More specifically, the authors have applied the Post Acceptance Model(PAM) in order to examine the conceptual structure among the four constructs of 'Expectation Confirmation', 'Perceived Usefulness', 'User Satisfaction', and 'Continuance Intention to Use' in Mobile Grocery Shopping. Design/methodology/approach Through a survey agency, data were collected from a sample of 312 consumers who had the previous experience in Mobile Grocery Shopping. The Structural Equation Modeling(SEM) analysis was conducted with the survey data using AMOS 22.0. Subsequently, 8,200 real customer data from an open market site were collected in order to find out their revisit and repurchase behavior. Findings This study supported the causal relationships of Expectation Confirmation → Perceived Usefulness, Expectation Confirmation → User Satisfaction, Perceived Usefulness → User Satisfaction, and User Satisfaction → Continuance Intention to Use, but did not support the direct effect of Perceived Usefulness on the Continuance Intention to Use Mobile Grocery Shopping. This implies that consumers with any experience in Mobile Grocery Shopping would not consider repurchase, unless they are satisfied with the experience even though they perceive its usefulness. Also, Expectation Confirmation has much larger effect on User Satisfaction than Perceived Usefulness. In addition, the real customer data showed that the revisit and the repurchase rate of mobile grocery shoppers were higher than those of online grocery shoppers, although the rates of adding to shopping carts, coupon downloads, and adding to favorites are similar.

Keywords

References

  1. 권오영, 송치훈, 편해수, "모바일쇼핑 지속사용의도에 영향을 미치는 요인", 한국유통경영학회, 제22권, 제1호, 2019, pp. 117-126.
  2. 김담희, 김재현, "모바일앱을 이용한 오픈마켓만족도와 구매의도에 관한 연구", e-비즈니스연구, 제18권, 제5호, 2017, pp. 245-257.
  3. 김이환, 판류, 이상철, 서영호, "트위터의 정보가 지속사용의도에 미치는 영향", 한국IT서비스학회지, 제11권, 제3호, 2012, pp. 49-65. https://doi.org/10.9716/KITS.2012.11.3.049
  4. 김인찬, 백승령, "학습기대와 지식공유 지각이 사용자 만족과 지속사용에 미치는 영향," 정보시스템연구, 제28권, 제4호, 2019, pp. 377-401.
  5. 김효정, 김미라. "성인소비자의 온라인을 통한 식품구매행동 및 구매결정 영향요인분석", 한국식품영양과학회지, 제48권, 제1호, 2019, pp. 97-108.
  6. 김혜진, 양기설, 이영은, "모바일을 통한 식품구매 품질속성에 대한 고객만족도와 충성도 관계에서 신뢰와 몰입의 조절효과", 식품영양과학회지, 제47권, 제2호, 2018, pp. 207-221.
  7. 농촌경제연구원(KREI), "식품소비행태조사 결과발표대회 자료집", 2019.
  8. 메조미디어(MezzoMedia), "식음료산업 업종보고서", 트렌드기획팀, 2019
  9. 삼정KPMG 경제연구원 "온라인 식품시장의 기회와 도전", 삼정 KPMG 이슈모니터, 제92호, 2018.
  10. 오픈서베이(OpenSurvey), "온라인 식료품 구매트렌드 리포트 2019", 2019.
  11. 이계임, 김상효, 허성윤, "한국인의 식품소비 심층분석", 한국농촌경제연구원 보고서, 2016, pp. 1-254.
  12. 이충수, "오픈마켓에서 신선식품 구매고객의 구매결정 우선순위 분석", 예술인문사회 융합 멀티미디어 논문지, 제8권, 제2호, 2018, pp. 159-168.
  13. 정성용, 김진수, "O2O 서비스의 지속사용의도에 미치는 영향요인 연구", Information Systems Review, Vol.20, No.4, 2018, pp. 1-23. https://doi.org/10.14329/isr.2018.20.4.001
  14. 통계청, "2019년 12월 및 연간 온라인쇼핑 동향", 2020.
  15. Qu Min, 김은희, "모바일 간편결제 서비스의 지속이용의도에 영향을 미치는 요인에 관한 연구", 정보시스템연구, 제28권, 제1호, 2019, pp. 151-181.
  16. Bhattacherjee, A., "Understanding Information Systems Continuance: An Expectation- Confirmation Model", MIS Quarterly, Vol. 25, No. 3, 2001, pp. 351-370. https://doi.org/10.2307/3250921
  17. Davis, F. D., Bagozzi, R. P., and Warshaw, P. R., "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, Vol. 35, No. 8, 1989, pp. 982-1003. https://doi.org/10.1287/mnsc.35.8.982
  18. DeLone, W. H. and McLean, E. R., "The DeLone and McLean model of information systems success: a ten-year update," Journal of Management Information Systems, Vol. 19, No. 4, 2003, pp. 9-30. https://doi.org/10.1080/07421222.2003.11045748
  19. Hand, C., Dall'Olmo, R. F., Harris, P., Singh, J., and Rettie, R., "Online grocery shopping: the influence of situational factors," European Journal of Marketing, Vol. 43, Issue 9/10, 2009, pp. 1205-1219. https://doi.org/10.1108/03090560910976447
  20. Hansen, T., "Consumer adoption of online grocery buying: a discriminant analysis", International Journal of Retail & Distribution Management, Vol. 33, Issue. 2, 2005, pp. 101-121. https://doi.org/10.1108/09590550510581449
  21. Holmes, A., Byrne, A., and Rowley, J., "Mobile shopping behaviour: insights into attitudes, shopping process involvement and location," International Journal of Retail & Distribution Management, Vol. 42, Issue 1, 2013, pp. 25-39. https://doi.org/10.1108/IJRDM-10-2012-0096
  22. Hubert, M., Blut, M., Brock, C., Backhaus, C., and Eberhardt, T., "Acceptance of smartphone‐based mobile shopping: Mobile Benefits, Customer Characteristics, Perceived Risks, and the Impact of Application Context," Psychology & Marketing, Vol. 34, Issue 2, 2017, pp. 175-194. https://doi.org/10.1002/mar.20982
  23. Kurnia, S. and Chein, A. J. "The Acceptance of Online Grocery Shopping," Proceedings of the 17th Bled eCommerce Conference, 2003, pp. 219-233.
  24. Loketkrawee, P. and Bhatiasevi, V., "Elucidating the Behavior of Consumers toward Online Grocery Shopping: The Role of Shopping Orientation," Journal of Internet Commerce, Vol. 17, No. 4, 2018, pp. 418-445. https://doi.org/10.1080/15332861.2018.1496390
  25. Mortimer, G., Hasan, S. F. e, Andrews, L., and Martin, J., "Online grocery shopping: the impact of shopping frequency on perceived risk," The International Review of Retail, Distribution and Consumer Research, Vol. 26, No. 2, 2016, pp. 202-223.
  26. Oliver, R. L. "A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions," Journal of Marketing Research, Vol. 17, No. 4, 1980, pp. 460-469. https://doi.org/10.2307/3150499
  27. Radka, B. and Martin, K., "Technology Acceptance as a Determinant of Online Grocery Shopping Adoption," The Scientific Journal of the Mendel University in Brno, Vol. 66, Issue 3, 2018, pp. 737-746.
  28. Seitz, C., PokrivCAk, J., TOth, M., and PlevnY, M., "Online Grocery Retailing in Germany: an explorative analysis," Journal of Business Economics and Management, Vol. 18, No. 6, 2017, pp. 1243-1263. https://doi.org/10.3846/16111699.2017.1410218
  29. Siau, K., Lim, E. P., and Shen, Z., "Mobile Commerce: Promises, Challenges and Research Agenda," Journal of Database Marketing, Vol. 12, No. 3, 2011, pp. 4-13.
  30. Statista, "Global Online Grocery Market Size in 2015-2020 by country", 2019.
  31. Tse, D. K., and Wilton, P. C., "Models of Consumer Satisfaction Formation: An Extension," Journal of Marketing Research, Vol. 25, No. 2, 1988, pp. 204-212. https://doi.org/10.1177/002224378802500209
  32. Venkatesh, V., Morris, M. G., Davis, G. B., and Davis, F. D., "User Acceptance of Information Technology: Toward a Unified View," MIS Quarterly, Vol. 27, No. 3, 2003, pp. 425-478. https://doi.org/10.2307/30036540
  33. Wang, R. J. H., Malthouse, E. C., and Krishnamurthi, L., "On the go: How mobile shopping affects customer purchase behavior," Journal of Retailing, Vol. 91, No. 2, 2015, pp. 217-234. https://doi.org/10.1016/j.jretai.2015.01.002