O2O 기반 음식 배달대행 서비스의 수용의도에 관한 연구: 외식업 소상공인을 중심으로

Foodtech, which has been issued recently, refers to a newly coined word where cutting-edge information and communication technologies are combined in the food industry to create new industries or to add value to existing industries. At the heart of it, there is an O2O food delivery service that is suitable to the trend of modern eating habits which pursuits simplicity, convenience and health. The O2O food delivery service begins with an order application that integrates the delivery food information such as ‘People of Delivery’ and ‘Yogiyo’ but on the consumer’s side, there was a limit to the choice of a limited menu of affiliated restaurants that only provide food delivery services. To overcome these limitations, a new type of service such as ‘Food Fly’ has emerged that delivers food to customers who want food in a restaurant that does not have delivery men. Food-related O2Os have evolved to the various directions followed by the first-generation ordering applications such as ‘People of Delivery’ and ‘Yogiyo’, and the second-generation delivery process created by ‘Food Fly’. In Korea, there exists a possibility that the O2O based food delivery agency service market will show its high rise in various forms in the future even if services for delivering a variety of fresh foods and foodstuffs are already structured. In particular, for small traders who do not have their own delivery services and delivery men, it is judged utilizing food delivery agency service is a very important mean which can improve corporate performance and create added value. However, there is few research on domestic food delivery agency service compared to the demand of these industries, and there is no empirical study focus on small traders in the restaurant industry as well. Therefore, this study conducted an empirical study to measure the adoption intention of food delivery agency service by domestic small traders in the restaurant industry. As a result of empirical research, it shows that performance expectancy, effort expectancy and perceived fee affected perceived value, while enjoyment and innovation resistance didn’t, and perceived value had a positive effect on the adoption intention. The result of this study can suggest the direction for activation of food delivery agency service in terms of practical view, and provide useful references which can support the theoretical foundation for researchers who will perform future related research in terms of academic view.