온라인 식품 구독서비스 특성이 지각된 가치와 고객인게이지먼트에 미치는 영향 (Effects of Online Food Subscription Economy Characteristics on Perceived Value and Customer Engagement)

서지정보

· 발행기관 : 한국IT서비스학회
· 수록지 정보 : 한국IT서비스학회지 / 21권 / 2호 / 1 ~ 26페이지
· 저자명 : 김차영, 박철

초록

This study classified five types of online food subscription economy: replenishment, curation, surprise, membership, and visitation. An online survey was conducted with 314 customers who experienced 5 types of online subscription economy. This study selected the characteristics of the food subscription economy as convenience, perceived personalization, economic utility, and timeliness through previous studies.
The effect of the four characteristics on perceived value (utilitarian and emotional) and the relationship between customer engagement and perceived value, which are dependent variables that have never been used in the food subscription economy, were verified through the S-O-R model.
In this relationship, we demonstrated how consumers' personal tendencies, such as need for cognitive closure and self-efficacy, mediate between timeliness and perceived value related to online food delivery. The study results are as follows.
Perceived personalization, convenience, and timeliness had a positive effect on the utilitarian value in the order. It also had a positive effect on emotional values in the order of perceived personalization and timeliness. On the other hand, economic utility had no significant effect on practical branches. Customer engagement had a positive effect in the order of emotional value and utilitarian value. The lower the need for cognitive closure the more positive the utilitarian value. The lower the self-efficacy, the more positive the emotional value was perceived.
Through the above study, companies that want to operate or start an online food subscription economy need a strategic approach rather than unreasonable price discounts in pricing policy. In addition, it is necessary to focus on marketing activities that provide emotional value by focusing on perceived personalization, which is the satisfaction factor of online food subscription.

영어초록

This study classified five types of online food subscription economy: replenishment, curation, surprise, membership, and visitation. An online survey was conducted with 314 customers who experienced 5 types of online subscription economy. This study selected the characteristics of the food subscription economy as convenience, perceived personalization, economic utility, and timeliness through previous studies.
The effect of the four characteristics on perceived value (utilitarian and emotional) and the relationship between customer engagement and perceived value, which are dependent variables that have never been used in the food subscription economy, were verified through the S-O-R model.
In this relationship, we demonstrated how consumers' personal tendencies, such as need for cognitive closure and self-efficacy, mediate between timeliness and perceived value related to online food delivery. The study results are as follows.
Perceived personalization, convenience, and timeliness had a positive effect on the utilitarian value in the order. It also had a positive effect on emotional values in the order of perceived personalization and timeliness. On the other hand, economic utility had no significant effect on practical branches. Customer engagement had a positive effect in the order of emotional value and utilitarian value. The lower the need for cognitive closure the more positive the utilitarian value. The lower the self-efficacy, the more positive the emotional value was perceived.
Through the above study, companies that want to operate or start an online food subscription economy need a strategic approach rather than unreasonable price discounts in pricing policy. In addition, it is necessary to focus on marketing activities that provide emotional value by focusing on perceived personalization, which is the satisfaction factor of online food subscription.

참고자료

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