식품⋅외식기업의 큐레이션 구독서비스의 특성이 지각된 가치와 신뢰 및 재구매의도에 미치는 영향: 이용후기 정보성의 조절 효과를 중심으로

The purpose of this study is to examine the effect of the curation-based subscription service characteristics of food companies on perceived value, trust, and repurchase intention, and to verify the moderating effect of review information. To this end, a survey was conducted on consumers using curation-based subscription services of food companies, and through Kakao Talk open survey channels, Naver survey blogs, and SurBay applications, consumers who used curation subscription services directly were asked to answer the survey through survey links. The total number of questionnaires collected for a week from April 15, 2022 to April 22, 2022 was 312 copies, and only 302 remaining samples, excluding 10 unfaithful response questions, were used for empirical analysis as valid samples. According to the analysis results, it was confirmed that economic, up-to-date, and convenience, which are characteristics of the curation subscription service, all had a significant influence on the perceived value. In addition, it was confirmed that the perceived value of the curation-based subscription service had a significant positive influence relationship on the trust pipe, and that there was a significant positive influence relationship in the influence relationship on the repurchase intention. Finally, it was confirmed that review information has a moderating effect in terms of the influence between perceived value and trust. Through these research results, we would like to present implications that curation-based subscription services, which are becoming common, can efficiently settle down and contribute to increasing sales of food companies.