배달앱 사회적 책임활동과 충성도 관련 소비자 행동 연구

초록

The food delivery app market recorded decent growth, and their social responsibility activities have become more crucial. This study adopted stakeholder theory and derived three elements: small merchandise, employee, and environment. The dependent variable of this study is loyalty. This study used a survey and the number of observations for the data analysis is 205. Exploratory factor analysis and a reliability test were executed to attest the validity and reliability of the measurement items. Multiple linear regression analysis was performed to test the research hypotheses, including control varibles such as age, gender, use frequency, and household income. The results indicate that small merchandise and environment significantly affect consumer loyalty of food delivery apps. However, the employee domain did not have a significant effect. This study provides implications for food delivery app management.

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