O2O 플랫폼 충성도에 플랫폼 정보 품질과 고객 정보품질이 미치는 영향 분석

• Published in: 品質經營學會誌 Vol. 52; no. 1; pp. 23 - 42
• Main Authors: 박준성, Park Jun Sung, 박희준, Park Heejun
• Format: Journal Article
• Language: English; Korean
• Published: 한국품질경영학회 31.03.2024
• Subjects: Customer Loyalty; Food Delivery Apps; Information Quality; O2O Platform; 학제간연구; Food Delivery Apps; Customer Loyalty; O2O Platform; Information Quality
• ISSN: 1229-1889; 2287-9005
• DOI: 10.7469/JKSQM.2024.52.1.23

Purpose: This study aims to investigate the impact of two types of information quality, which are platform-oriented information quality and customer-oriented information quality, on customers’ decision-making processes in the Online to offline (O2O) platform environment. Grounded in the product brokering efficiency model, which encompasses screening cost, evaluation cost, and decision quality, a model framework was developed. Furthermore, this study explores how these decision-making processes affect customer loyalty. Methods: Given that food delivery apps are the most widely used O2O service in Korea, this study targeted users of these apps for data analysis. We conducted hypothesis testing through a purposive sampling methodology focusing on food delivery app users. A Partial Least Squares Structural Equation Modeling analysis was conducted to analyze the data. The data collection occurred via an online survey from October to December 2021, with a total of 212 respondents participating. Results: The results of this study revealed the significant role of information quality in helping customers' decision processes while using food delivery apps. Specifically, it was found that platform-oriented information positively influences decision quality, while customer-oriented information significantly affects both the reduction of evaluation cost and the enhancement of decision quality. Additionally, the study indicated that lower evaluation costs and higher decision quality lead to increased platform loyalty. However, a reduction in screening cost did not have a significant impact on platform loyalty. Conclusion: While previous studies have overlooked the existence of two sides, service provider and user, in a platform, this research holds significance in its analysis of how information quality impacts loyalty by utilizing the two kinds of information quality. Practitioners can enhance customer loyalty to the platform by enriching customer- oriented information, thereby reducing customers' evaluation costs and encouraging more loyal usage of the platform.