The Effects of Consumption Values of Food Delivery Services on Satisfaction and Continuous Purchase Intention

Abstract

This study invesated the effect of the consumption value of delivery food on satisfaction and continuance purchase intention in a situation where the demand for delivery food is increasing. In order to verify the hypothesis of this study, a questionnaire was conducted using Google questionnaire(Social media, SNS) and mail from July 1 to July 30, 2022 for consumers using delivery food in Seoul and Gyeonggi Province. The collected data is a total of 250 copies, and frequency analysis was performed to find out the characteristics of the sample using SPSS24.0 targeting 241 copies, excluding the questionnaire data that were not suitable for the purpose of the study. For statistical processing, exploratory factor analysis, reliability analysis and correlation analysis were performed to examine the validity and reliability of the measurement tool, and hypotheses were verified by regression analysis. The verification result is as follows. First, among the factors of consumption value of deliverey food, 'social consumption value' was found to have a positive(+) effect on 'satisfaction', but 'functional consumption value', 'situational consumption value', 'healthy Consumption value' was found to have no effect on 'satisfaction'. Second, 'satisfaction' was found to have a positive(+) effect on 'continuance purchase intention'. Third, among the 'consumption value of delivered food' factors, 'social consumption value', 'functional consumption value', and 'healthy consumption value' were found to have a positive(+) effect on 'continuous purchase intention', but 'consequential consumption value' did not affect 'continuance purchase intention'.