인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록·키워드
The delivery service is evolving to focus on information and time value, based on consumer needs. Fresh food distributor ‘MARKET Kurly’ showed a innovative, breakthrough service called ‘Early-morning delivery’, which deliver products at 7 o’clock of today if customers ordered products before 11 p.m. of yesterday. This service makes MARKET Kurly one of the best distributors with great potion of market share in the early-morning delivery service, surpassing large retailers like coupang.
The purpose of this study is to measure the brand superiority of MARKET Kurly, a leading company of early-morning delivery service, with the variables of brand position and time benefit. Also, this study demonstrates the moderating effects of each variable and product category(experience goods, search goods) on brand superiority. For this, correlation analysis and two-way ANOVA were conducted based on questionnaire data for consumers using MARKET Kurly service.
The study shows that brand position and time benefits have a significant effect on brand superiority. Especially, experience goods have a meaningful difference between group with higher brand position and group with lower brand position. On the other hands, search goods has no significant difference. In terms of time benefit, experience goods and search goods have a significant effect on brand superiority, which can be proven that customers prefer to products with closer temporal distance.
The purpose of this study is to measure the brand superiority of MARKET Kurly, a leading company of early-morning delivery service, with the variables of brand position and time benefit. Also, this study demonstrates the moderating effects of each variable and product category(experience goods, search goods) on brand superiority. For this, correlation analysis and two-way ANOVA were conducted based on questionnaire data for consumers using MARKET Kurly service.
The study shows that brand position and time benefits have a significant effect on brand superiority. Especially, experience goods have a meaningful difference between group with higher brand position and group with lower brand position. On the other hands, search goods has no significant difference. In terms of time benefit, experience goods and search goods have a significant effect on brand superiority, which can be proven that customers prefer to products with closer temporal distance.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
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