온라인 식료품 배송플랫폼의 마케팅믹스 요인이 소비자 만족도에 미치는 영향*

The Impact of Marketing Mix Factors on Consumer Satisfaction on Online Grocery Delivery Platform

Purpose Online delivery platform is one of the non-face-to-face businesses that are growing rapidly in recent years. In particular;the food and beverage sector is a steadily growing item among the categories of online delivery platforms even before the corona spread. This research aims to study the effect on consumer satisfaction with the factors of product;price;distribution;and promotion;which are the 4P attributes of marketing mix of online delivery platform. Design/Methodology/Approach In this research;the questionnaire was filled out through Google Survey;and the questionnaire was sent through SNS from May 18;2020 to June 4;2020. As a result;a total of 207 survey responses were collected. All of the items used in this study were measured on a 5-point Likert scale and responded from none (= 1) to very yes (= 5). Descriptive statistics;frequency analysis;reliability analysis;analysis;and regression analysis were performed using SPSS 24 to confirm research hypotheses and analyze demographic characteristics Findings The results show that among the marketing mix attributes;product attributes and distribution attributes were statistically significant at the significance level of 0.001 for consumers’ satisfaction with the online grocery delivery platform. However;it was found that the price attribute and promotion attribute were not statistically significant. Research Implications The implications of this study are that it can be seen that it is a very important factor to keep the product quality high and deliver it to consumers. Also;domestic online consumers can see that fast delivery and delivery safety are also very important factors.