식품 유통 플랫폼의 서비스 품질이 서비스-플랫폼 적합성, 상대적 이점, 복잡성, 식품 유통 플랫폼에 대한 태도 및 이용 의도에 미치는 영향

As the food delivery platform rapidly emerges as a new food purchase channel, this study identifies how the service quality factors of the food delivery platform affect consumer behavior. To this end, based on the task-technology fit theory, the effects of service quality factors of food delivery platforms on serv ice-platform fit, relative advantage, complexity, attitude, and behavioral intention were examined. An online survey was performed to examine consumers' perceptions toward the food delivery platform. A total of 411 valid responses were analyzed to test hypotheses using the structural equation model (AMOS). The results were as follows: 1) The service quality factors―information quality, price, problem resolution, delivery qual ity, the convenience of ordering, and trendiness significantly influenced service-platform fit; 2) on the other hand, product assortment did not affect service-platform fit; 3) service-platform fit had a significant impact on relative advantage and complexity; 4) relative advantage had an influence on attitude toward food delivery platforms; 5) complexity did not significantly affect attitude toward the food delivery platforms; and 6) atti tude had a significant impact on behavioral intention in food delivery platforms. These findings offer theoret ical and managerial implications that contribute to food online commerce.