The Effect of the Perceived Cost on Perceived Value and Innovation Resistance in the Mobile Convergence Environment : Focused on Delivery Application Users in the Food Industry

초록

The purpose of this study is to examine the structural relationships among security risk and technicality as perceived cost, perceived value, and innovation resistance, with a view to suggest an efficient management strategy for decreasing of users' resistance of delivery applications related to food service. Based on 312 samples distributed to the people who had an experience with delivery applications within three months, the hypotheses were examined and the results were as follows. First, as for perceived cost, security risk and technicality had a negative effect on perceived value. Second, security risk and technicality had a positive effect on innovation resistance, whereas perceived value had a negative effect on innovation resistance. Third, the mediating effect of perceived value was verified between perceived cost and innovation resistance. The results suggest there is a need to pay attention to security risk and technicality as the key factor in decreasing resistance and establishing active strategy for maintaining continuous market growth.

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