온라인 식료품 배송플랫폼의 마케팅믹스 요인이 소비자 만족도에 미치는 영향

• Published in: 무역연구 Vol. 17; no. 1; pp. 663 - 678
• Main Author: 곽동재(Dong-Jae Gwak), 남경두(Kyung-Doo Nam)
• Format: Journal Article
• Language: Korean
• Published: 한국무역연구원 28.02.2021; The Korea International Trade Research Institute
• Subjects: 무역학; Food and Beverage Sector; 4P Attributes; Online Delivery Platform; Consumer Satisfaction
• ISSN: 1738-8112; 2384-1958
• DOI: 10.16980/jitc.17.1.202102.663

Purpose - Online delivery platform is one of the non-face-to-face businesses that are growing rapidly in recent years. In particular, the food and beverage sector is a steadily growing item among the categories of online delivery platforms even before the corona spread. This research aims to study the effect on consumer satisfaction with the factors of product, price, distribution, and promotion, which are the 4P attributes of marketing mix of online delivery platform. Design/Methodology/Approach - In this research, the questionnaire was filled out through Google Survey, and the questionnaire was sent through SNS from May 18, 2020 to June 4, 2020. As a result, a total of 207 survey responses were collected. All of the items used in this study were measured on a 5-point Likert scale and responded from none (= 1) to very yes (= 5). Descriptive statistics, frequency analysis, reliability analysis, analysis, and regression analysis were performed using SPSS 24 to confirm research hypotheses and analyze demographic characteristics Findings - The results show that among the marketing mix attributes, product attributes and distribution attributes were statistically significant at the significance level of 0.001 for consumers’ satisfaction with the online grocery delivery platform. However, it was found that the price attribute and promotion attribute were not statistically significant. Research Implications - The implications of this study are that it can be seen that it is a very important factor to keep the product quality high and deliver it to consumers. Also, domestic online consumers can see that fast delivery and delivery safety are also very important factors. KCI Citation Count: 5