The Effect of the Benefit and Cost of O2O Food Delivery Application Service on Usage Intention

초록

With this rapid growth in the O2O food delivery market, a necessity of qualified growth is needed for the increase of usage intention of new and old users; in order to maintain continuous market growth. Therefore, this study examined the structural relationships among benefit, cost, perceived usefulness, user resistance, and usage intention. The results are as follows. As for benefit, personalization of service had a positive effect on perceived usefulness, while the accuracy of information did not have a positive effect on perceived usefulness. In terms of cost, both cognitive effort and security risk had a negative effect on perceived usefulness. Cognitive effort and security risk had a positive effect on user resistance. In turn, user resistance had a negative effect on perceived usefulness and usage intention. Perceived usefulness had a positive effect on usage intention. Later, in the practical perspective, services can utilize the findings of this study to create a competitive edge.

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