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http://dx.doi.org/10.5392/JKCA.2019.19.10.581

The Effects of Perceived Risk and Review Diagnosticity on the Acceptance of Food Delivery Application  

Roh, Minjung (부경대학교 경영대학 경영학부)
Publication Information
The Journal of the Korea Contents Association / v.19, no.10, 2019 , pp. 581-592 More about this Journal
Abstract
This study investigates the factors that stimulate or suppress the use of food delivery applications. As potential antecedent factors, the present research examined the review diagnosticity, descriptive norms, and multidimensional risk perception. Based on this, users' data were collected from major metropolitan cities where the food delivery application business is most active. The results of structural equation modeling confirmed that users' approach to food delivery apps becomes more favorable when the review diagnosticity and descriptive norms were improved and when the perceived multidimensional risk expected to be associated with app use is mitigated. Additionally, we found that the positive influence of these attitudes on the actual intention to accept delivery applications became weaker at higher levels of perceived risk. These empirical results may contribute to the formation of strategic and systematic guidelines for promoting the expansion of the recently emerging O2O service platform across diverse sectors. Namely, the significance of this study lies in that it has raised awareness regarding the strategic considerations that such new O2O service providers should take into account for their market positions, in addition to discovering factors that could aid the prompt expansion of the applications' user base.
Keywords
Perceived Risk; Review Diagnosticity; Descriptive Norms; Food Delivery Applications; Innovation Acceptance;
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Times Cited By KSCI : 3  (Citation Analysis)
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