Asia-Pacific Journal of Business Venturing and Entrepreneurship (벤처창업연구)

The Korean Society of Business Venturing (한국벤처창업학회)
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A Study on the Effect of Selection Attributes of Agrifood Platform on Customer Satisfaction: Focusing on the Mediating Effect of Supplier Trust

농식품 플랫폼의 선택속성이 고객만족에 미치는 영향: 공급자신뢰의 매개효과 중심으로

  • Kwang Chul Kim (Hoseo University Graduate School of Venture Information Management) ;
  • Chul Moo Heo (Hoseo University Graduate School of Venture Information Management )
  • 김광철 (호서대학교 벤처대학원 정보경영학과) ;
  • 허철무 (호서대학교 벤처대학원 정보경영학과 )
  • Received : 2023.04.30
  • Accepted : 2023.06.28
  • Published : 2023.06.30
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Abstract

In this study, the effect of platform selection attributes on customer satisfaction by mediating supplier trust for agrifood platform users was analyzed. The sub-variables of the selection attribute were classified into diversity, convenience, information, commerciality, and interactivity. The collected 190 questionnaires, SPSS v24.0 and Process macro 4.0 were used for empirical analysis. As a result of the analysis, first, it was found that information, commerciality, and interactivity affect supplier trust in a positive direction, and diversity and convenience do not affect supplier trust. Second, it was confirmed that supplier trust had a significant positive effect on customer satisfaction. Third, convenience, information, commerciality, and interactivity were found to affect customer satisfaction in a positive direction, and diversity did not affect customer satisfaction. It was tested to mediate between informational, commercial, interactivity and customer satisfaction. These results suggest that the platform's informativeness, commerciality, and interactivity can increase customer satisfaction by increasing supplier trust. As a follow-up study, it is recommended that the analysis of moderated mediating effects by the conditional process model including moderating variables or research to discover third mediator(s) other than the supplier trust used in the study is needed.

본 연구에서는 농식품 플랫폼 이용자를 대상으로 플랫폼 선택속성이 공급자신뢰를 매개하여 고객만족에 미치는 영향을 분석하였다. 선택 속성의 하위변수로는 다양성, 편리성, 정보성, 상품성 및 상호작용성으로 구분하였다. 수집된 설문지 190부와 SPSS v24.0과 Process macro 4.0으로 실증분석에 사용하였다. 분석결과는 첫째, 정보성, 상품성 및 상호작용성은 공급자신뢰에 정(+)의 방향으로 영향을 미치는 것으로 나타났고 다양성과 편리성은 공급자신뢰에 영향을 미치지 않는 것으로 나타났다. 둘째, 공급자신뢰는 고객만족에 유의한 정(+)의 영향을 미치는 것으로 확인되었다. 셋째, 편리성, 정보성, 상품성 및 상호작용성은 고객만족에 정(+)의 방향으로 영향을 미치는 것으로 나타났고 다양성은 고객만족에 영향을 미치지 않는 것으로 나타났다. 넷째, 공급자신뢰는 선택속성의 정보성, 상품성 및 상호작용성과 고객만족 간을 매개하는 것으로 검정되었다. 이와 같은 결과들은 소비자에게 플랫폼의 정보성과 상품성 그리고 상호작용성이 공급자신뢰를 높임으로써 고객만족을 높일 수 있다는 것을 시사한다.

Keywords

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