초록 열기/닫기 버튼
The purpose of this study was to examine the effect of delivery app using attributes on continuous use intention and to investigate the moderating effect of innovation propensity. In this study, a survey was conducted in Seoul and Gyeonggi Province from November 22 to December 6, 2021, targeting adults who have used delivery apps related to food products, and total 230 copies were used as the final data. The analysis results are as follows. First, the information, reliability, and convenience of delivery app’s using attributes had a significant effect on continuous use intention. Second, the innovation propensity showed a moderating effect between reliability and continuous use intention among delivery app using attributes, and innovation propensity showed a moderating effect between price benefit and continuous use intention among delivery app’s using attributes. The results of this study will improve the intention of continuous use by identifying consumers' attributes of using delivery apps, and provide useful data for constructing a segmented marketing strategy for consumers with personal characteristics, innovative propensity.
