중국 O2O 음식 배달 플랫폼 정황에서 고객만족과 충성도 의도 간의 교차효과 : 선택속성 가중치의 역할

As the O2O platform economy has developed, the use of food delivery apps has spread widely among Chinese consumers. Using a consumption-system approach, this study investigates attribute weights, satisfaction-loyalty relationships, and interplay effects of the satisfaction-loyalty mechanism between food delivery apps and restaurants based on selection attributes. The main research findings are as follows. First, the relationship between satisfaction and loyalty intentions is significant in both service platforms, but the same effect is larger in food delivery app services than in restaurant services. Second, interestingly, while the interplay effect of the app satisfaction-restaurant loyalty relationship is significant, the interplay effect of the restaurant satisfaction-app loyalty relationship is insignificant. Finally, not all selection attributes presented in this study are important in decision making; however, these attribute weights have an indirect effect on the satisfaction-loyalty mechanism and their interplay effect. In particular, customers respond most sensitively to price-related attributes. In line with these observations, we discuss implications and provide directions for future research.