O2O 쇼핑 가치와 새벽 식품 배송 품질이 브랜드 신뢰와 브랜드 회상에 미치는 영향

Following the growing demand for early morning fresh food delivery services, it is necessary to focus on the quality of such services and the O2O shopping value. Owing to the increasing number of purchases through online to offline (O2O) platforms, brand trust is being considered an important factor of online shopping. The purpose of this study is to examine the influence of the quality of early morning food delivery and O2O shopping value on the brand trust and brand recall of O2O food shopping platforms. As consumers make judgments via cognitive and affective thinking when shopping, this study categorized brand trust into cognitive and affective trust. From an online survey conducted in 2022, 318 responses were retained for statistical analyses. Structural equation modeling analysis was conducted to test the proposed hypotheses. The study found that the quality of fresh food delivery and O2O shopping value had a significant influence on cognitive trust. O2O shopping value had a significant influence on affective trust and brand recall; however, the quality of fresh food delivery did not. Brand trust including both cognitive trust and affective trust showed to have direct effect on the brand recall of O2O food shopping platforms. This study has implications for practitioners establishing brand marketing strategies for brand trust formation and brand recall.