코로나 19 팬데믹 이전 및 이후 O2O 외식 배달 서비스 이용 의도에 영향을 미치는 요인에 대한 메타분석 연구 (A Meta-analysis Study on Factors Affecting the Intention to Use O2O Food Delivery Services Before and After the COVID-19 Pandemic)

서지정보

· 발행기관 : 국제e-비즈니스학회
· 수록지 정보 : e-비즈니스연구 / 24권 / 7호 / 55 ~ 68페이지
· 저자명 : 김나랑

초록

본 연구에서는 국내에서 발표된 연구를 대상으로 O2O 외식배달 서비스의 이용 의도에 영향을 종합적이고체계적으로 분석하기 위해 메타분석을 실시하였다. 또한 변수의 전체 평균 효과 크기를 조사하는 것뿐만아니라 각 하위 변수들의 평균 효과 크기와 코로나 전후에 따른 평균 효과 크기를 분석하였다. 이를 통해서비스 특성과 기술수용모형의 변인들이 긍정적인 영향을 미친다는 결론을 도출하였으며, 코로나19 팬데믹전후의 변화를 확인하였다. 이러한 결과는 실무적으로 O2O 외식배달 서비스의 이용 의도에 영향을 미치는다양한 요인과 포스트 코로나 시대에 소비자들의 변화를 이해하고, 이를 기반으로 서비스의 개선 및 전략수립에 중요한 기초 자료를 제공할 수 있다는 의의가 있다.
하지만, 본 연구에서는 다루지 않은 다른 변수들의 영향도 고려해야 한다. 향후 연구에서는 양적 분석에더해 소셜네트워크 분석 및 빅데이터 등 질적 분석을 이용하여 더 통합적이고 다양한 시사점을 제공할 필요가 있다.

영어초록

Research Purpose: The purpose of this study is to comprehensively review and validate the effect sizes of key factors influencing the intention to use O2O food delivery services, with a focus on research published domestically, both before and after the COVID-19 pandemic, through meta-analysis.
Research Methods: To achieve this, we analyzed 39 effect sizes from 30 target papers related to the intention to use O2O food delivery services published in South Korea from 2016 to 2022.
Results in Research: The research results are as follows. Firstly, the overall average effect size of the antecedents influencing the intention to use O2O food delivery services is 4.96, indicating a moderate effect size and statistically significant. Secondly, a total of 7 variables were found to have an impact, with the average effect size of trustworthiness being the highest at .627, followed by usefulness at .561, interactivity at .532, entertainment at .496, ease of use at .458, cost-effectiveness at .444, and value at .438. Thirdly, the analysis of effect sizes based on the COVID-19 pandemic and types of independent variables revealed significant differences. It was found that the average effect size before COVID-19 (ES=.722) was larger for trustworthiness compared to cost-effectiveness (ES=.428) and value (ES=.451), while after COVID-19, entertainment (ES=.508) had a higher average effect size than interactivity (ES=.335) and trustworthiness (ES=.394).
Research Conclusion: In academic terms, this study has concluded that among the variables of trustworthiness, interactivity, entertainment, cost-effectiveness, value, and the technology acceptance model, usefulness and ease of use have a positive impact on the intention to use O2O food delivery services. Additionally, the study examined the changes in variables before and after the COVID-19 pandemic. From a practical perspective, the significance of this research lies in its ability to provide valuable foundational data for understanding various factors that influence the intention to use O2O food delivery services and for adapting to changes in consumer behavior in the post-COVID era, enabling service improvement and strategic planning based on these insights.
Suggestions in Research: This study may have overlooked other variables that can affect the intention to use O2O food delivery services. Future research should thus include a broader analysis, combining qualitative approaches like social network analysis and big data with quantitative methods for a more comprehensive perspective.

참고자료

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