온디맨드(On-Demand) 서비스의 지속사용의도에 대한 경험가치 효과

Effects of Experiential Value on Continuous Use Intention for On-Demand Services

On-Demand services have emerged as one of the core business strategies for delivering new experiential values by providing customized services in different user-needs nowadays. Based on the Stimulus-Organism-Response (S-O-R) framework, this paper focuses on the factors of environmental stimulation and emotional states of the demand-side that induce continuous intention of use from the On-Demand services. The study defines ‘Informativeness’, ‘Fulfillment’, ‘Trust’, and ‘Convenience’ as the properties of the On-Demand services and considers ‘Playfulness’, ‘Customer Return on Investment (CROI)’, and ‘Service Excellence’ as the aspects of the experiential values. The research shows that ‘Fulfillment’, ‘Trust’ and ‘Convenience’ affected the experiential value in ‘Kakao Taxi (On-Demand transportation service)’ while ‘Informativeness’, ‘Fulfillment’, ‘Trust of platform’, and ‘Convenience’ are represented as the related factors to the experiential value in ‘Baedal Minjok (On-Demand food delivery service)’. The experiential value factors, ‘CROI’ and ‘Service Excellence’, are shown directly related to the continuous intention of use in both services. A partial mediation relationship is, furthermore, observed between the aspects of CROI and Service Excellence in Kakao Taxi and its Convenience and Continuous intention of use. In Baedal Minjok, a partial mediation relationship is found between the CROI with its aspects of Trust of the platform , Convenience , and Continuous intention of use as well. The results of this study may contribute a comprehensive understanding of the purpose of On-Demand services and its needs from the demand-side thus can be helpful for the supply-side.