The Journal of the Convergence on Culture Technology (문화기술의 융합)

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
권호 표지
DOI QR코드

DOI QR Code

A Study on the Impact of Sense of Community on Public Delivery Applications Attitudes and Intentions to Use

지역공동체의식이 공공배달 앱 이용태도와 이용의도에 미치는 영향에 관한 연구

  • Chung, Jibok (Dept. of Retail Management, Kongju Naional Univ)
  • 정지복 (공주대학교 산업유통학과)
  • Received : 2022.09.19
  • Accepted : 2022.11.01
  • Published : 2022.11.30
Download PDF
⟨ Previous Next ⟩

Abstract

In the wake of COVID-19, more consumers prefer non-face-to-face services and the explosion in the use of delivery apps is shaping a new delivery culture. Meanwhile, in order to solve social problems such as platform monopoly of private delivery apps and increased brokerage fees, many municipalities are launching public delivery apps from 2020 onwards. However, consumers who are used for the existing private delivery apps are not aware of the public delivery apps and the utilization rate is low. In this study, we will look at the impact of sense of community and service quality (information quality, delivery quality) on the intend to use public delivery apps. Studies have shown that SOC and information quality have a significant impact on the attitude of using public delivery apps, but not delivery quality. In addition, the attitude of using public delivery apps has been shown to have a mediating effect on the relationship between SOC, information quality and public delivery app use intentions respectively. Therefore, to activate the public delivery apps, it was found that it is necessary not only to promote, but also to improve user convenience, such as product search and user review inquiry to improve information quality, along with efforts to strengthen the sense of local community.

코로나-19를 계기로 비대면 서비스를 선호하는 소비자가 많아지고 배달 앱 이용이 폭발적으로 증가하면서 새로운 배달 문화를 형성하고 있다. 한편, 민간배달 앱의 플랫폼 독점과 중개 수수료 인상 등의 사회적 문제가 등장하자 이를 해결하고자 2020년부터 많은 지자체에서는 공공배달 앱을 출시하고 있다. 그러나, 기존 민간배달 앱 사용에 익숙한 소비자는 거주하는 지역의 공공 배달 앱 존재를 인지하지 못하고 있으며 이용율이 낮은 편이다. 본 연구에서는 지역공동체의식과 서비스 품질(정보품질, 배달품질)이 공공배달 앱 이용 의도에 미치는 영향을 살펴보고자 한다. 연구결과 지역공동체의식과 정보품질은 공공배달 앱 이용태도에 유의한 영향을 주지만 배달품질은 유의한 영향을 주지 않는 것으로 나타났다. 또한 공공배달 앱 이용태도는 공공배달 앱 이용의도에 유의한 영향을 주는 동시에 지역공동체의식, 정보품질과 공공배달 앱 이용의도의 관계에서 매개효과를 가지는 것으로 나타났다. 따라서, 공공배달 앱 활성화를 위해서는 홍보와 마케팅뿐만 아니라 지역공동체의식 강화 노력과 함께 정보품질 향상을 위한 상품 검색, 사용자 리뷰 조회 등 사용자 편의성 개선을 위한 노력도 필요함을 알 수 있었다.

Keywords

References

  1. J. W. Kim, and T. W. Nam, "Municipal Public Delivery App Status and Activation Plan," Proceeding of Korean Association for Regional Information Society, pp. 57-63, 2021.
  2. C. E. Lee, "A study on the Selection Attributes of Delivery Applications of Small Business in the Food Service Industry, Trust and Performance in the Pandemic Era : Focused on Comparison of Public Delivery Applications and Private Delivery Applications," Journal of Food Service Management, Vol. 24, No. 3, pp. 297- 317, 2020. https://doi.org/10.47584/jfm.2021.24.3.297
  3. J. S. Lim, Influencing Factors on Intention to Use Public Delivery Apps, Master Thesis, Chonnam National University, 2021.
  4. K. S. Chung, The Effects of the Characteristic of Public Delivery App on Consumer Intention to Use, Ph.D Thesis, Soongsil University, 2021.
  5. K. J. Moon, S. Y. Kim, and S. J. Chang, "A Study of Determinants on the Sense of Local Community by Multi-Level Analysis," Journal of Regional Studies, Vol. 23, No. 1, p . 115-142, 2015. https://doi.org/10.22921/JRS.2015.23.1.007
  6. S. Y. Yang, "Sense of Community Affecting Center Service Experience of Adolescents in Community Child Center: Mediating Effect of School Adjustment," The journal of the convergence on culture technology, Vol. 4, No. 4, pp. 241-247, 2018. https://doi.org/10.17703/JCCT.2018.4.4.241
  7. D. W. McMillan, and D. M. Chavis, "Sense of community: A definition and theory," Journal of Community Psychology, Vol. 14, No. 1, pp. 6-23. 1986. https://doi.org/10.1002/1520-6629(198601)14:1<6::AID-JCOP2290140103>3.0.CO;2-I
  8. J. E. Lee, J. W. Lee, and S. J. Lee, "A Study on the Influence of Sense of Community on Civil Participation in Community Business," Journal of Local Government Studies, Vol. 27, No. 2, pp. 29-55, 2015. https://doi.org/10.21026/jlgs.2015.27.2.29
  9. J. H. Lee, "A Study on Quality Factors and Customer Satisfaction of O2O Delivery App Service: A Comparison of Korean and Chinese Users," Journal of the Korea AcademiaIndustrial cooperation Society, Vol. 22, No. 12, pp. 105-115, 2021. https://doi.org/10.5762/KAIS.2021.22.12.105
  10. M. B. Lee, and O. Lee, "The Effect of Online and Offline Quality Factors on the Continuous Intention to Use of Delivery App Services," Journal of Information System, Vol. 29, No. 3, pp. 215-236, 2020. https://doi.org/10.5859/KAIS.2020.29.3.215
  11. Orr, K, "Data quality and system theory," Communications of the ACM, Vol. 41, No. 2, pp. 66-71, 1998. https://doi.org/10.1145/269012.269023
  12. G. K. Tayi, and D. P. Ballou, "Examining Data Quality," Communications of the ACM, Vol. 41, No. 2, pp. 54-57, 1998. https://doi.org/10.1145/269012.269021
  13. J. Y. Ryu, and H. M. Lee, "A Study on Consumers' Perceived Usefulness, Satisfaction, and Behavioral Intentions Influenced by Quality Characteristics of Food Enterprise Application and Characteristics of Consumer," Culinary Science & Hospitality Research, Vol. 26, No. 8, pp. 154-165, 2020. https://doi.org/10.20878/CSHR.2020.26.8.014
  14. J. M. Na, and Y. S. Yeo, "The Relationship Influence between Characteristics of Smartphone Tourism Information and Reliability of Tourist Information Perceived by University Students: Gender differences," The Journal of the Convergence on Culture Technology, Vol. 4, No. 2, pp. 115-122, 2018. https://doi.org/10.17703/JCCT.2018.4.2.115
  15. I. S. Jung, and S. Y. Lee, "An Empirical Study on the Structural Relationship among Corporate Image, Quality Characteristics, Customer Satisfaction, and Customer Royalty in Internet Shopping Malls," Management Information Systems Review, Vol. 28 No. 4, pp. 175-197, 2009. https://doi.org/10.29214/damis.2009.28.4.009
  16. J. C. Lee, The Influence of Delivery Service Quality Dimension on the Trust of Courier Company and On-line Shopping Mall, Ph.D Thesis, Hoseo University, 2020.
  17. I. Ajzen, and M. Fishbein, "The Prediction of Behavior from Attitudinal and Normative Variables," Journal of Experimental Social Psychology, Vol. 6, pp. 466-487, 1970. https://doi.org/10.1016/0022-1031(70)90057-0
  18. N. Spears, and S. N. Singh, "Measuring Attitude toward the Brand and Purchase Intentions," Journal of Current Issues & Research in Advertising, Vol. 26, No. 2, pp. 53-66, 2004, https://doi.org/10.1080/10641734.2004.10505164
  19. Y. M. Yi, "Relationship between Intention to Use Delivery App and Personality Traits - Focused on Communication Apprehension and Innovativeness -," Humanities Contents, Vol. 50, pp. 65-82, 2018. https://doi.org/10.18658/humancon.2018.09.50.65
  20. S. Lee, Developing the framework for assessing the quality of information, Master Thesis, Yonsei University, 2003.
  21. C. Fornell, and D. Larcker, "Evaluating structural equation models with unobservable variables and measurement error," Journal of Marketing Research, Vol. 18, No. 1, pp. 39-50, 1981. https://doi.org/10.2307/3151312
  22. A. F. Hayes, Introduction to mediation, moderation, and conditional process analysis: A regressionbased approach. Guilford Publications, 2017.