미얀마 군부통치와 코로나-19로 인한 음식배달 앱 선택속성이 추가배달요금 지불의향, 고객만족과 지속사용의도에 미치는 영향에 관한 연구

Abstract

With the widely spread of mobile smartphones and internet usage, the mobile application market is rapidly growing. The appearance of delivery applications has begun to change greatly made a big growth in the restaurant industry. These delivery apps have grown significantly in the food service market because of the spread of COVID-19 in 2020 and Myanmar Political Changes that bring a change in the lifestyle of consumers. The ease point of using food delivery app was allow consumers to easily access restaurant meals and food service.The selective attribute of food delivery apps as perceived by consumers became important, this study attempts to present implications for the qualitative growth of food delivery apps by verifying the relationship between customer satisfaction as well as continuous usage intention. This study aims to comprehensively understand the process of forming consumers' continuous use intentions using food delivery applications by studying the relationship between selective attributes (convenience, information, reliability, operability, assure and usability) and provide implications of food delivery services. This study sufficiently reviewed the previous studies and finally derived five hypotheses. A survey was conducted on consumers who have experience of using the food delivery application in Myanmar. As a result, the reliability and validity of the collected data were reviewed, and the hypothesis was verified through regression analysis. As a result of the study, among the selection attributes of the Food delivery application, information, operability, assure, and usability had a positive (+) effect on customer satisfaction and continuous use intention. Among the selection attributes, convenience and reliability were rejected. In addition, customer satisfaction was found to have a positive (+) effect on continuous use intention. As a result of confirming the moderating effect of the intention to pay the additional delivery fee, it was confirmed that there was no moderating effect. In this study, theoretical and practical implications were provided by expanding and researching and demonstrating the selection attribute factors that have been proven in existing social commerce-related studies to the food delivery application service market.