모바일 식품구매 서비스의 지속사용의도에 관한 연구Analysis of Factors Affecting the Continuance Intention to Use Mobile Grocery Shopping
- Other Titles
- Analysis of Factors Affecting the Continuance Intention to Use Mobile Grocery Shopping
- Authors
- 이한진; 박영근; 민대환
- Issue Date
- 2020
- Publisher
- 한국정보시스템학회
- Keywords
- Mobile Grocery Shopping(MGS); Post-Acceptance Model(PAM); User Satisfaction; Continuance Intention to Use; Perceived Usefulness; Repurchase Behavior
- Citation
- 정보시스템연구, v.29, no.2, pp.95 - 110
- Indexed
- KCI
- Journal Title
- 정보시스템연구
- Volume
- 29
- Number
- 2
- Start Page
- 95
- End Page
- 110
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/60203
- ISSN
- 1229-8476
- Abstract
- Purpose This paper attempts to explain the recent expanding trend in Mobile Grocery Shopping(MGS). More specifically, the authors have applied the Post Acceptance Model(PAM) in order to examine the conceptual structure among the four constructs of ‘Expectation Confirmation’, ‘Perceived Usefulness’, ‘User Satisfaction’, and ‘Continuance Intention to Use’ in Mobile Grocery Shopping.
Design/methodology/approach Through a survey agency, data were collected from a sample of 312 consumers who had the previous experience in Mobile Grocery Shopping. The Structural Equation Modeling(SEM) analysis was conducted with the survey data using AMOS 22.0. Subsequently, 8,200 real customer data from an open market site were collected in order to find out their revisit and repurchase behavior.
Findings This study supported the causal relationships of Expectation Confirmation → Perceived Usefulness, Expectation Confirmation → User Satisfaction, Perceived Usefulness → User Satisfaction, and User Satisfaction → Continuance Intention to Use, but did not support the direct effect of Perceived Usefulness on the Continuance Intention to Use Mobile Grocery Shopping. This implies that consumers with any experience in Mobile Grocery Shopping would not consider repurchase, unless they are satisfied with the experience even though they perceive its usefulness. Also, Expectation Confirmation has much larger effect on User Satisfaction than Perceived Usefulness. In addition, the real customer data showed that the revisit and the repurchase rate of mobile grocery shoppers were higher than those of online grocery shoppers, although the rates of adding to shopping carts, coupon downloads, and adding to favorites are similar.
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Collections - College of Global Business > Digital Business in Division of Convergence Business > 1. Journal Articles
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