신선식품 O2O 서비스 특성과 재이용의도 관계에 고객만족 매개효과

Objective:This study aims to examine the mediating effect of customer satisfaction on the relationship between fresh food O2O service characteristics and intention to reuse. Methods:This study conducted an online survey of 286 fresh food O2O service users in the Seoul and Gyeonggi regions via Naver in August 2023. This study analyzed data using SPSS 22.0 with factor analysis, multiple regression, mediation analysis, and the Sobel test. Results:The results indicated that O2O service characteristics had significant positive effects on both intention to reuse and customer satisfaction. Customer satisfaction also had a positive effect on intention to reuse. In addition, the mediation analysis revealed that informativeness, promptness, and convenience exhibited partial mediation effects through customer satisfaction, whereas reliability showed a full mediation effect through customer satisfaction. Implications:The findings confirm customer satisfaction as a key link between service characteristics and intention to reuse in fresh food O2O services, offering practical insights for platform operators to enhance services and secure sustainable competitive advantage. This study also expands the scope of O2O service research by empirically applying the model to the fresh food sector.