Consumer's Acceptance on Mobile Delivery App Service - Focused on UTATU2 -

Abstract

This study investigated influence of factors on consumers’ continuous use of a delivery app service in order to utilize a delivery app service as a new marketing channel of small food-services, grasped foodservice consumers’ behavior of a delivery app service based on the research results, and suggested practical implications to help app utilization and establishment of marketing strategy of delivery app service firms and small food-services. The research objects and spatial range were male and female residents over 20 years old at home throughout the country that experienced eating-out after they had searched delivery apps within recent 3 months. Restaurants were selected after top 3 delivery apps such as Baedal’s Minjok, Yogiyo and Baedaltong were first searched; people with experience were checked through preliminary questions; and, questionnaire survey was conducted on responding consumers. The research results showed that information quality had a positive influence on performance expectancy and effort expectancy. Among core variables of UTAUT2, it appeared that social influence and habit had a positive influence on behavior intention but that effort expectancy, facilitating conditions, hedonic motivation, and price value did not have any influence on behavior intention. Therefore, this study investigated information quality, performance expectancy, social intact and importance of habit as factors influencing continuous use of a delivery app by foodservice consumers.

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