외식 배달앱 선택속성에 관한 소비자의 주관성 연구

Subjectivity Study of Customers on Selection Attributes of Food Delivery Application: Focusing on Q-Methodology

This study applied Q-methodology in its analysis to examine the consumers’ subjective perception on selection attributes of the food delivery apps. 25 Q-statements were obtained from precedent research and through in-depth interviews with operators of food delivery apps and three users. In addition, 30 people who had used food delivery apps before were selected as the P-sample. Q-factor analysis showed that the consumer perception could be divided into the following three types: “hygiene based, trust oriented,” “diverse menu oriented,” and “gourmet, focusing on user convenience”. The first type of consumers placed great importance on the hygiene and the satisfaction of those who had already experienced the service. The second type preferred those delivery apps that carried a variety of dining services. Finally, the third type prized the taste of food and the convenience of using the apps. The results of this study will serve as basic data for the marketing strategy and customer satisfaction.