외식업체 O2O 배달 앱 서비스 품질이 이용 의도에 미치는 영향에 관한 연구: 기술수용모델과 사용자만족모델의 통합 모델 중심

A Study on the Factors Affecting the Intention to Use O2O Food Delivery App Service: Focusing on Integrated model of Technology Acceptance Model and Use Satisfaction Model

Purpose: The O2O business has a lot of room for development and growth, so it is judged that research on user intentions will have many points to suggest not only to consumers, delivery workers, and food providers but also related organizations, and information and communication related research can be summarized largely in two ways, centering on user satisfaction and technology accommodation, but there is a limit to the partial explanation of the two research flows, so this research will attempt an approach that reflects the special characteristic of a mobile app. Research design, data, and methodology: This w as a r esearch on the information and communication areas, which established a model that integrated a research-direction centered on user satisfaction with a researchdirection centered on the technology accommodation model, regarding the use of the O2O delivery app for restaurant companies, and for empirical analysis in which a survey was conducted, and a total of 324 responses were received and analyzed. SPSS and AMOS were used as analysis methods. Results: In the result of the analysis, the fit of the model is shown to be at an appropriate level. The effect of information quality on ease, which is hypothesis H1-2, and the effect of service quality on usefulness, which is hypothesis H3-1, were rejected, and all the remaining hypotheses are adopted. Implications: Through this study, that the hypothetical attitude of the technical acceptance model affects the intent of use, and the effect of usefulness on intention of use, which is different from the rational action theory in the model of Davis et al.(1989) can be presented as empirical test result of support for the model of Davis et al.(1989), and the information quality, system quality, and service quality presented by the user satisfaction-centered approach all show that they have significant effect on attitudes through the medium of perceived usefulness and perceived ease.

Purpose: The O2O business has a lot of room for development and growth, so it is judged that research on user intentions will have many points to suggest not only to consumers, delivery workers, and food providers but also related organizations, and information and communication related research can be summarized largely in two ways, centering on user satisfaction and technology accommodation, but there is a limit to the partial explanation of the two research flows, so this research will attempt an approach that reflects the special characteristic of a mobile app. Research design, data, and methodology: This w as a r esearch on the information and communication areas, which established a model that integrated a research-direction centered on user satisfaction with a researchdirection centered on the technology accommodation model, regarding the use of the O2O delivery app for restaurant companies, and for empirical analysis in which a survey was conducted, and a total of 324 responses were received and analyzed. SPSS and AMOS were used as analysis methods. Results: In the result of the analysis, the fit of the model is shown to be at an appropriate level. The effect of information quality on ease, which is hypothesis H1-2, and the effect of service quality on usefulness, which is hypothesis H3-1, were rejected, and all the remaining hypotheses are adopted. Implications: Through this study, that the hypothetical attitude of the technical acceptance model affects the intent of use, and the effect of usefulness on intention of use, which is different from the rational action theory in the model of Davis et al.(1989) can be presented as empirical test result of support for the model of Davis et al.(1989), and the information quality, system quality, and service quality presented by the user satisfaction-centered approach all show that they have significant effect on attitudes through the medium of perceived usefulness and perceived ease.