하이퍼 로컬 플랫폼의 쇼핑 가치가 이용자 만족도와 지속적 이용의도에 미치는 영향: 당근마켓 이용자를 중심으로

The Daangn Market is a shopping platform based on C2C transaction types and used transactions and is playing a pivotal role in the growth of the domestic hyper-local platform. However, research on Daangn Market is limited to studies focusing on the current status of the used transaction market or regional characteristics in the past, so research focusing on shopping value is insufficient. Therefore, by analyzing the attributes of shopping value perceived when using the platform, users’ perceptions, and patterns, they tried to analyze the relationship on platform user satisfaction and continuous use intention for Daangn Market users. By providing implications for building customized operations and service strategies based on user attributes, it is of research significance to provide analysis data for Daangn Market and hyper-local platform, which are becoming key platforms in the digital shopping platform market, to continue to grow. As a result of the analysis, it was found that all of the shopping value attributes of the hyper-local platform had a significant effect on the satisfaction and continuous use of carrot market users. This is because the Daangn Market, which is based on used transactions with local communities, is positively influencing users’ perception and formation of shopping value by projecting today’s consumption value that values cost-effectiveness as a consumer-centered transaction type. When the research results related to the value attributes of various existing shopping platforms are limited to hyper-local platforms, it will be possible to establish an operation plan and customized service strategy based on which shopping value attributes produce significant results for platform users.