푸드 O2O의 품질이 고객신뢰, 태도, 구매의도에 미치는 영향 : 구매빈도 및 연령의 조절효과를 중심으로

With the advent of online to offline (O2O), a new business model, the food O2O not only offers a wide range of choices for customers, but also provides companies with new sales opportunities. Therefore, the current study was to examine the effects of food O2O quality (information quality, system quality, and service quality) on customer trust, attitude, and purchase intention. In addition, the moderating effect of purchase frequency and age on the relationships between the food O2O quality and customer trust were also tested. A total of 400 data were collected through convenience sampling. Of the 400 responses, 351 valid responses were analyzed using Structural Equation Modeling (SEM) and Multi Group Analysis (MGA). The results were as follows. First, the three dimensions of food O2O quality (information quality, system quality, and service quality) were positively related to customer trust. Second, customer trust in food O2O had a positive effect on attitude. Third, attitude toward food O2O was positively related to purchase intention. Fourth, purchase frequency had a moderating effect on the relationships between information/system quality and customer trust. However, it did not moderate the relationship between service quality and customer trust. Fifth, age moderated only the relationship between service quality and consumer trust. The findings of this study suggested various theoretical and practical implications for the development of marketing strategies using O2O in the food service industry.