가산자료 수요모형을 이용한 외식기업 O2O 플랫폼 서비스에 관한 연구 (A Study on the O2O Platform Services of Restaurant Companies Using the Demand Model Count Data)

서지정보

· 발행기관 : 한국외식산업학회
· 수록지 정보 : 한국외식산업학회지 / 19권 / 2호 / 245 ~ 255페이지
· 저자명 : 이원옥

초록

This study investigated the e-commerce platform food delivery O2O service of restaurant companies. Recognizing the need for ways to maximize the efficiency of marketing activities, a demand model for the O2O platform consumption market was established. The purpose of the study is to understand the behavior of consumers using the O2O platform service of restaurant companies through demand determinants estimation, and to understand the determinants that affect the demand of consumers in the O2O platform service market. The truncated Poisson model (TP) was used as the demand model, and the analysis was conducted by applying the truncated negative binomial model (TNB) as an alternative model for fear of overdispersion. As a result of the analysis, both the truncated Poisson model and the truncated negative binomial model were found to be statistically significant. Since the dependent variable analyzed in this study has a statistically significant problem of transient variance, the TNB model was applied in this study and the explanatory variable for the demand model was interpreted accordingly.
Accordingly, the TNB model considering overdispersion showed a more improved fit of the model than the TP model, and significant variables were identified in the O2O platform demand determinants, focusing on the TNB model.
As a result of the estimation of the demand model, the variables that have a positive (+) effect on the demand for the O2O platform of restaurant companies were unmarried, single-person households, and snack menus were preferred, and convenience and information factors were found in the O2O platform service attribute factors. As variables influencing negative (-), the form menu and the O2O platform service attribute factors were investigated as economic factors. This study will complement the objectivity of the research by conducting an empirical study through a survey that diversifies and segments the target audience of O2O platforms for food service companies, and we hope to conduct a study that separates food service e-commerce platforms.

영어초록

This study investigated the e-commerce platform food delivery O2O service of restaurant companies. Recognizing the need for ways to maximize the efficiency of marketing activities, a demand model for the O2O platform consumption market was established. The purpose of the study is to understand the behavior of consumers using the O2O platform service of restaurant companies through demand determinants estimation, and to understand the determinants that affect the demand of consumers in the O2O platform service market. The truncated Poisson model (TP) was used as the demand model, and the analysis was conducted by applying the truncated negative binomial model (TNB) as an alternative model for fear of overdispersion. As a result of the analysis, both the truncated Poisson model and the truncated negative binomial model were found to be statistically significant. Since the dependent variable analyzed in this study has a statistically significant problem of transient variance, the TNB model was applied in this study and the explanatory variable for the demand model was interpreted accordingly.
Accordingly, the TNB model considering overdispersion showed a more improved fit of the model than the TP model, and significant variables were identified in the O2O platform demand determinants, focusing on the TNB model.
As a result of the estimation of the demand model, the variables that have a positive (+) effect on the demand for the O2O platform of restaurant companies were unmarried, single-person households, and snack menus were preferred, and convenience and information factors were found in the O2O platform service attribute factors. As variables influencing negative (-), the form menu and the O2O platform service attribute factors were investigated as economic factors. This study will complement the objectivity of the research by conducting an empirical study through a survey that diversifies and segments the target audience of O2O platforms for food service companies, and we hope to conduct a study that separates food service e-commerce platforms.

참고자료

· 없음