Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
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A Study on the Effect of Trust on the Delivery App. Service to Emotional & Rational Factor & User's Word of Mouth

배달앱 서비스 이용자의 신뢰가 감성, 이성적 요인과 구전에 미치는 영향 요인 연구

  • Ha, Youn-Soo (Graduate School of Digital Design, Kyungsung University) ;
  • Lee, Sang-Ho (Department of Digital Media, Kyungsung University)
  • 하윤수 (경성대학교 미디어학) ;
  • 이상호 (경성대학교 디지털미디어학과)
  • Received : 2020.12.08
  • Accepted : 2021.03.20
  • Published : 2021.03.28
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Abstract

Domestic delivery app services are taking a leap forward as the non-face-to-face culture spreads due to the COVID 19 situation and the industrial scale is also growing. In the expanding delivery app service market, we try to verify the structural relationship between variables by empirically analyzing the influencing factors of users' trust in rational and emotional factors. Delivery app service users trust and discriminate parameters in the relationship between rational and emotional factors. Satisfaction according to the trust of a valid delivery app service and service expansion model through word of mouth was designed. It was verified through a hypothesis whether it had an effect, and it can be used as a variety of service strategies for delivery app service users.

국내 배달앱 서비스는 COVID19 상황으로 비대면 문화가 확산하고, 산업 규모도 커지면서 비약적인 도약을 맞이하고 있다. 확대되는 배달앱 서비스 시장에서 이용자의 신뢰가 이성적 요인과 감성적 요인에 미치는 영향 요인을 분석함으로써 변수들 사이의 구조적 관계를 검증하려고 한다. 배달앱 서비스 이용자들이 이성적 요인과 감성적 요인의 관계에서 매개변수를 신뢰하고 판별 타당한 배달앱 서비스의 신뢰에 따른 만족과 구전을 통한 서비스 확대 모형을 설계하여, 이용자들이 이용하는 과정에서 어떻게 이용자의 구전 의도에 영향을 미치는지 가설을 통해서 검증했고, 배달앱 서비스 이용자들에 대한 다양한 서비스 전략으로 활용할 수 있을 것으로 기대한다.

Keywords

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