팬데믹(Pandemic) 시대의 외식업 소상공인 배달앱 선택속성, 신뢰, 성과에 관한 연구

A study on the Selection Attributes of Delivery Applications of Small Business in the Food Service Industry, Trust and Performance in the Pandemic Era : Focused on Comparison of Public Delivery Applications and Private Delivery Applications

본 연구는 외식업 소상공인의 배달앱 선택속성, 신뢰, 성과 간의 구조관계를 살펴보고, 공공배달앱과 민간배달앱의 비교를 중심으로 조절효과를 파악하고자 하였다. 외식업 소상공인을 중심으로 공공배달앱과 민간배달앱에 등록이 된 외식업체에 대하여 설문조사를 실시했다. 연구결과 첫째, 배달앱 선택속성인 경제성, 정보성, 품질성, 운용성 중 정보성, 품질성이 신뢰에 유의한 영향을 미쳤고, 경제성, 운용성은 유의한 영향관계를 미치지 않는 것으로 나타났다. 둘째, 배달앱의 신뢰는 재무성과와 비재무성과에 유의한 영향을 미쳤다. 셋째, 조절역할은 신뢰가 재무성과에 미치는 영향관계가 공공배달앱에서 더 높게 나타났다. 본 연구는 공공배달앱과 민간배달앱의 마케팅을 실시할 때 필요한 기초자료를 제공할 수 있을 것이다.

The purpose of this study was to examine the structural relationship between the selection attribute of delivery applications, trust and performance of small business owners in the food service industry, and to understand the moderating effect, focused on the comparison between public delivery applications and private delivery applications. A survey was conducted on companies registered in public delivery applications and private delivery applications, focusing on small business owners in the food service industry. As a result of the study, first, it was found that among the delivery applications selection attributes, economicality, informationality, quality and operability, informationality and quality had a significant effect on trust, and economicality and operability did not have a significant influence relationship. Second, trust in delivery applications had a significant impact on financial and non-financial performances. Third, as for the moderating role, the relationship between trust and financial performance was higher in public delivery applications. This study will be able to provide basic data necessary for marketing of public delivery applications and private delivery applications.