This study examines the impact of the spread of use of coffee shop delivery applications on value acceptance, benefits and consumer behavior. Was intended.
For this purpose, literature review and empirical study are combined.
For literature research, books, papers and journals were used. Through literature research. Solve hypotheses, start with existing theories, and observe and analyze. Use the deduction method of the three-stage theory to test and conclude hypotheses.
It was. About 30 from July 20, 2019 to August 19, 2019 for empirical analysis. A total of 400 questionnaires were distributed over 400 days and 400 copies were collected. among them 343 copies of the sample, except for 57 copies of which the response was unsatisfactory or inappropriate.
It was used for the empirical analysis. For the data collected in this study, the statistical programs SPSS 21.0 and AMOS 21.0 were used to analyze the data collected in this study. Reliability analysis, correlation analysis, and regression analysis were performed.
In summary,
First, the proliferation of coffee delivery applications will have a significant impact on value acceptance. The results of the research hypothesis showed that the quality of menu information had a significant effect on functional and social values, and that individual innovation had a significant effect on functional and emotional values. Reasonable judgment was found to have a significant effect on functional, emotional and social values, and service usage was found to have a significant effect on emotional and social values. Second, the proliferation of coffee delivery applications will have a significant impact on benefits. As a result of the hypothesis test, the quality of menu information has a significant effect on economic and social benefits, and individual innovation has a significant effect on psychological benefits. The use of the service was found to have a significant effect on economic benefits. However, reasonable judgment did not have a significant effect on economic, social, and psychological benefits.
Third, value acceptance will have a significant impact on benefits. According to the test hypothesis, functional and emotional values have a significant effect on economic, social, and psychological benefits. However, social value did not have a significant effect on economic, social and psychological benefits. Fourth, value acceptance will have a significant impact on consumer behavior. The hypothesis test showed that functional and social values had a significant effect on consumer behavior, and emotional values did not have a significant effect on consumer behavior.
Fifth, benefits will have a significant impact on consumer behavior. Hypothesis test shows that economic, social and psychological benefits have a significant effect on consumer behavior.
Sixth, value acceptance will mediate the relationship between the proliferation of coffee delivery applications and consumer behavior. The results of the hypothesis test showed that social value was not mediated during value acceptance, and in the case of functional value, the quality and rational judgment of menu information partially mediated the influence of consumer behavior. In the case of emotional values, individual innovativeness and rational judgment partially mediate the relationship of consumer behavior. Seventh, the benefits will mediate the relationship between the proliferation of coffee delivery applications and consumer behavior. The hypothesis test showed that the economic benefits among the benefits were partially mediated in the relationship between the quality of menu information, individual innovation, and consumer behavior, and completely mediated in the relationship between rational judgment and consumer behavior. Social benefits were partially mediated by the relationship between the quality of menu information, reasonable judgment, and consumer behavior. Psychological benefits were partially mediated in the relationship between quality of menu information, personal innovation, and consumer behavior, and completely mediated in the relationship between rational judgment and consumer behavior.
The implications and implications of this study based on the previous research results are as follows.
First, academically, the coffee shop menu delivery application is a service that is being used and spread as a large socially changing IT technology. Through this, research was conducted from all perspectives, reflecting the user''s characteristics, and was established as the theoretical basic data for the study of spreading the use of coffee shop menu delivery applications.
In practice, coffee shops, which are rapidly rising in the restaurant industry recently, are focusing their business platforms on delivery application services. Therefore, through these studies, the practical aspects are presented by increasing the quality of menu information, individual innovation, rational judgment, service usage of consumers, and suggesting implications for strategically recognizing value acceptance of delivery application services and maximizing benefits. I want to help you make it useful.
Although this study suggests these implications, we surveyed residents of the whole country in sampling the empirical research, but in reality, we surveyed the residents of the metropolitan area and conducted users who have experience using the coffee shop delivery application. Therefore, the number of objects is insufficient to generalize the results. It is necessary to overcome the limitations of sampling and generalize the results of the research by expanding users by including them in various areas within the metropolitan area. In addition, in the follow-up studies until the use of the coffee shop delivery application service, the comparative study involving the general public who has no experience in using the service is expected to have better results.