배달앱의 구매의사결정과정에 대한 통합적 접근 : AIDA모델과 MGB를 중심으로

Recently, delivery of food orders through the use of delivery applications (apps) has increased rapidly. The delivery apps are expected to grow in proportion to the domestic delivery food market. Despite the big impact of delivery apps, it seems that the research on delivery app consumers has not been frequently performed. Therefore, by integrating the theoretical frameworks of MGB and AIDA models, this study attempted to investigate the impact of delivery app advertisement on the consumer use of delivery app. To this end an online survey was conducted with consumers aged twenty years or older in the metropolitan area who have experience using delivery apps. As a result of the empirical analysis it was found that the behavioral intention of using delivery apps was mainly determined by desire. On the other hand, there was a significant relationship between attention and interest, which means that consumers who are concerned about food delivery ads are interested in take-outs offered by food delivery apps. Also, it was analyzed that the desire was influenced by consumers' subjective evaluation of using behavior of delivery app (i.e., attitude), pre-emotional behavior (anticipated emotions), and habitual purchase behavior (the frequency of past behavior). It shows that past behavioral frequency affects desire only, and there is no relationship between past behavior frequency and intention to use food delivery apps. Based on these results, delivery app practitioners should be able to make successful marketing strategies.