O2O 배달 앱의 서비스 및 정보 품질이 배달 앱 서비스 재이용 의도에 미치는 영향

Abstract

국내 O2O 시장에서 소셜 커머스 기업과 배달 앱 기업들이 빠르게 성장해 O2O 사업의 한 축을 이루고 있다. 현재 음식 배달 주문은 약 1조 원으로, 국내 배달 시장의 10%를 차지하고 있다. 배달 애플리케이션 매출은 올해 1조 5000억 원을 넘어설 것으로 전망되며, 전체 배달 앱 다운로드는 4000만 건을 넘어섰다. 따라서 본 연구는 스마트폰의 배달 앱 서비스가 모바일을 매개로 이루어지는 새로운 커뮤니케이션 유형이라고 판단하고, 최근 급성장을 하고 있는 배달 애플리케이션을 대상으로 연구를 진행하였다. 본 연구는 신기술 혹은 혁신적 서비스에 대한 태도와 이용의도 예측에 주로 사용되는 기술수용모델을 적용하여 배달 애플리케이션 서비스의 재이용의도를 파악하였다. 나아가 변인들의 구조적 관계를 살펴봄으로써 배달 앱 O2O 서비스 산업 활성화를 위한 방안을 제시하였다. 이를 위해 기술수용모델의 변인인 인지된 유용성, 인지된 용이성과 배달 애플리케이션 재이용 의도에 영향을 미칠 것이라고 예상되는 변인을 선행연구를 통해서 선별하였다. 첫 번째는 오프라인 서비스 품질(음식 품질, 직원 품질, 주문 품질, 배달 품질)로 설정하였다. 두 번째는 온라인 서비스 품질(효용성, 이동성, 신뢰성, 공감성)로 설정하였다. 마지막으로는 정보품질(상품 정보 품질, 가격 정보 품질, 서비스 정보 품질, 판매자 정보 품질)을 설정하였다. 본 연구에서는 분석을 위해 설문조사를 실시하여 260부의 설문 응답지를 수집하였으며 통계 패키지 프로그램인 SPSS 18.0으로 분석하였다. 분석에 사용된 통계 분석 방법으로는 각각의 연구문제에 따라 단순 회귀 분석, 그리고 다중 회귀분석이 사용되었다. 오프라인 서비스 품질이 기술수용모델의 인지된 유용성에 미치는 영향에 대한 결과를 보면 ‘주문품질’요인과 ‘배달품질’요인이 인지된 유용성에 정적 영향을 미치는 것으로 나타났다. 반면 인지된 용이성에 미치는 영향에 대한 결과를 살펴보면 ‘음식품질’요인과 ‘주문품질’요인이 유의미한 영향을 미쳤다. 온라인 서비스 품질이 기술수용모델의 인지된 유용성과 용이성이 미치는 영향에 대한 결과를 살펴보면 ‘효용성’요인 ‘이동성’요인 ‘공감성’요인이 인지된 유용성에 정적인 영향을 미치는 것으로 나타났다. 반면 인지된 용이성에 미치는 영향에 대한 결과를 살펴보면 ‘이동성’요인과 ‘공감성’요인이 정적 영향을 미쳤다. 정보 품질이 기술수용모델의 인지된 유용성이 미치는 영향을 살펴보면 ‘상품정보’품질과 ‘서비스정보품질’요인이 기술수용모델의 인지된 유용성에 정적 영향을 미치는 것으로 나타났다. 반면 인지된 용이성에 미치는 영향에 대한 결과를 살펴보면 ‘서비스 정포품질’만이 정적인 영향을 미치는 것으로 나타났다. 본 연구는 배달 앱 O2O서비스의 오프라인 서비스 품질, 온라인 서비스 품질, 정보품질의 어떠한 요인이 배달 앱 서비스 재이용 의도에 영향을 미치는지를 파악했다는 것에 의의가 있다. 이러한 시도를 바탕으로 향후에 보다 효율적인 O2O 배달 앱 서비스 운영에 개선점 및 강화점을 제시했기 때문이다. 그럼에도 불구하고 본 연구에는 다음과 같은 한계점이 남아있다. 먼저 풍부하지 못한 표본을 바탕으로 연구를 진행하였기 때문에 향후에는 보다 다양한 표본을 확보하여 더욱 정교하게 연구를 실시해야 할 것이다. 또한 배달 앱의 디바이스 유형에 따라 연구하지 못했기 때문에 보다 명확한 결과를 도출해 내지 못했다는 한계점이 있다. 마지막으로 배달 앱의 다양한 서비스를 유형화하지 못했다는 점이다. 후속 연구에서 다양한 서비스를 유형화 하여 연구를 실시한다면 보다 명확한 결론을 도출해 낼 수 있을 것이다. |South Korean social commerce and delivery app companies have developed quickly, holding a key role in the South Korean O2O market. As of now, food delivery sales reaches around 1 trillion KRW, accounting for 10% of the South Korean delivery business. The sales of delivery applications is expected to exceed 1.5 trillion KRW this year, and over 40 million users have downloaded delivery apps. Accordingly, the study considered the delivery app service on smart phone platforms a new type of mobile communication, and conducted research on the recent fast-growing delivery applications. The study employed technology acceptance model that is commonly used for estimating attitude and use intention toward new technology or innovative service to identify intention toward reuse of delivery applications service. Furthermore, by reviewing structural relationships among variables, it presented measures to activate the delivery app O2O service industry. For this, variables of technology acceptance model such as perceived usefulness and perceived ease of use and those that are expected to affect intention toward reuse of delivery applications were selected: offline service quality (for food, employers, order and delivery), online service quality (usefulness, mobility, credibility, empathy), and information quality (product information, price information, service information and seller information. For analysis, the study conducted a survey for 260 subjects, and analyzed the result using a statistics package program, SPSS 18.0. The analysis was conducted differently according to each research problem: linear regression analysis and multiple regression analysis. As for the result of the impact of offline service quality on technology acceptance model’s perceived usefulness, factors of ‘order quality’ and ‘delivery quality’ had positive impact on perceived usefulness. On the other hand, factors of ‘food quality’ and ‘order quality’ had significant influence on perceived ease of use. When it comes to the influence of online service quality on technology acceptance model’s perceived usefulness and ease of use, factors of ‘usefulness,’ ‘mobility’ and ‘empathy’ showed positive impact on perceived usefulness. Meanwhile, ‘mobility’ and ‘empathy’ had positive impact on perceived ease of use. For the impact of information quality on technology acceptance model’s perceived usefulness, ‘product information quality’ and ‘service information quality’ had positive impact on technology acceptance model’s perceived usefulness. On the contrary, only ‘service information quality’ showed positive impact on perceived ease of use. The study has significance in identifying what factors of offline service quality, online service quality and information quality in the delivery app O2O service have influence on intention toward reuse of delivery app service. The study results suggested how to improve and strengthen the operations efficiency of O2O delivery app service. Nonetheless, the study has limitations as follows: first of all, since the study was based on insufficient samples, more various and sophisticated follow-up research are required in the future. Also, it could not come up with more precise results as the research was not conducted based on the type of delivery app device. Lastly, the study could not formalize various service of delivery apps. Follow-up studies addressing these limitations will produce more exact results.; South Korean social commerce and delivery app companies have developed quickly, holding a key role in the South Korean O2O market. As of now, food delivery sales reaches around 1 trillion KRW, accounting for 10% of the South Korean delivery business. The sales of delivery applications is expected to exceed 1.5 trillion KRW this year, and over 40 million users have downloaded delivery apps. Accordingly, the study considered the delivery app service on smart phone platforms a new type of mobile communication, and conducted research on the recent fast-growing delivery applications. The study employed technology acceptance model that is commonly used for estimating attitude and use intention toward new technology or innovative service to identify intention toward reuse of delivery applications service. Furthermore, by reviewing structural relationships among variables, it presented measures to activate the delivery app O2O service industry. For this, variables of technology acceptance model such as perceived usefulness and perceived ease of use and those that are expected to affect intention toward reuse of delivery applications were selected: offline service quality (for food, employers, order and delivery), online service quality (usefulness, mobility, credibility, empathy), and information quality (product information, price information, service information and seller information. For analysis, the study conducted a survey for 260 subjects, and analyzed the result using a statistics package program, SPSS 18.0. The analysis was conducted differently according to each research problem: linear regression analysis and multiple regression analysis. As for the result of the impact of offline service quality on technology acceptance model’s perceived usefulness, factors of ‘order quality’ and ‘delivery quality’ had positive impact on perceived usefulness. On the other hand, factors of ‘food quality’ and ‘order quality’ had significant influence on perceived ease of use. When it comes to the influence of online service quality on technology acceptance model’s perceived usefulness and ease of use, factors of ‘usefulness,’ ‘mobility’ and ‘empathy’ showed positive impact on perceived usefulness. Meanwhile, ‘mobility’ and ‘empathy’ had positive impact on perceived ease of use. For the impact of information quality on technology acceptance model’s perceived usefulness, ‘product information quality’ and ‘service information quality’ had positive impact on technology acceptance model’s perceived usefulness. On the contrary, only ‘service information quality’ showed positive impact on perceived ease of use. The study has significance in identifying what factors of offline service quality, online service quality and information quality in the delivery app O2O service have influence on intention toward reuse of delivery app service. The study results suggested how to improve and strengthen the operations efficiency of O2O delivery app service. Nonetheless, the study has limitations as follows: first of all, since the study was based on insufficient samples, more various and sophisticated follow-up research are required in the future. Also, it could not come up with more precise results as the research was not conducted based on the type of delivery app device. Lastly, the study could not formalize various service of delivery apps. Follow-up studies addressing these limitations will produce more exact results.