지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2023.4
- 수록면
- 245 - 255 (11page)
이용수
초록· 키워드
오류제보하기
This study investigated the e-commerce platform food delivery O2O service of restaurant companies. Recognizing the need for ways to maximize the efficiency of marketing activities, a demand model for the O2O platform consumption market was established. The purpose of the study is to understand the behavior of consumers using the O2O platform service of restaurant companies through demand determinants estimation, and to understand the determinants that affect the demand of consumers in the O2O platform service market. The truncated Poisson model (TP) was used as the demand model, and the analysis was conducted by applying the truncated negative binomial model (TNB) as an alternative model for fear of overdispersion. As a result of the analysis, both the truncated Poisson model and the truncated negative binomial model were found to be statistically significant. Since the dependent variable analyzed in this study has a statistically significant problem of transient variance, the TNB model was applied in this study and the explanatory variable for the demand model was interpreted accordingly.
Accordingly, the TNB model considering overdispersion showed a more improved fit of the model than the TP model, and significant variables were identified in the O2O platform demand determinants, focusing on the TNB model.
As a result of the estimation of the demand model, the variables that have a positive (+) effect on the demand for the O2O platform of restaurant companies were unmarried, single-person households, and snack menus were preferred, and convenience and information factors were found in the O2O platform service attribute factors. As variables influencing negative (-), the form menu and the O2O platform service attribute factors were investigated as economic factors. This study will complement the objectivity of the research by conducting an empirical study through a survey that diversifies and segments the target audience of O2O platforms for food service companies, and we hope to conduct a study that separates food service e-commerce platforms.
Accordingly, the TNB model considering overdispersion showed a more improved fit of the model than the TP model, and significant variables were identified in the O2O platform demand determinants, focusing on the TNB model.
As a result of the estimation of the demand model, the variables that have a positive (+) effect on the demand for the O2O platform of restaurant companies were unmarried, single-person households, and snack menus were preferred, and convenience and information factors were found in the O2O platform service attribute factors. As variables influencing negative (-), the form menu and the O2O platform service attribute factors were investigated as economic factors. This study will complement the objectivity of the research by conducting an empirical study through a survey that diversifies and segments the target audience of O2O platforms for food service companies, and we hope to conduct a study that separates food service e-commerce platforms.
목차
Abstract
I. 서론
II. 이론적 배경
III. 연구설계
IV. 결론 및 시사점
참고문헌
참고문헌 (0)
참고문헌 신청함께 읽어보면 좋을 논문
논문 유사도에 따라 DBpia 가 추천하는 논문입니다. 함께 보면 좋을 연관 논문을 확인해보세요!
-
해외 에너지분야의 디지털 플랫폼 구축 현황 및 시사점
에너지경제연구원 수시연구보고서
2018 .12
-
플랫폼 보조서비스 수용에 관한 연구
경영과학
2015 .12
-
외식 O2O 플랫폼 지출결정요인에 관한 연구: Tobit모형의 적용
관광레저연구
2023 .04
-
가산자료(count data)모형을 적용한 저비용항공사의 수요결정요인 추정 연구
관광연구저널
2015 .11
-
온라인플랫폼에서의 공정거래에 관한 법제 동향과 전망
경희법학
2021 .12
-
온라인 플랫폼 불공정거래행위 규제에 관한 고찰 -유럽연합과 일본 법제를 중심으로-
과학기술과 법
2021 .01
-
플랫폼노동 조직화 모델 제안: 플랫폼노동과 그림자노동 관점의 통합
경영학연구
2023 .02
-
플랫폼서비스 생태계의 개념적 유형화
한국IT서비스학회지
2016 .01
-
플랫폼 비즈니스에서의 정보 흐름 모델 개발
인터넷전자상거래연구
2022 .04
-
O2O 인테리어 플랫폼의 서비스 특성이 고객의 사용의도에 미치는 영향에 관한 연구
서비스경영학회지
2021 .11
-
온라인 플랫폼 규제를 위한 플랫폼 작용의 이해 필요성
유통법연구
2018 .01
-
국내 · 외 O2O 산업의 사례연구와 실증분석
무역연구
2018 .01
-
온라인 플랫폼 독점 사업자의 사회적 책임에 대한 소비자 인식: 배달의 민족 케이스를 기반으로
인터넷전자상거래연구
2021 .08
-
A Study on the Distribution Platform Business based on Shinsegae Group
유통과학연구
2021 .01
-
Indirect Network Effect and Spillover Effect in Food Delivery Platforms
[KDI] Journal of Economic Policy
2022 .11
-
지식생태계의 조직화: 플랫폼 리더의 조직역량이 지식창출을 위한 기업간 협력의 확장에 미치는 영향
지식경영연구
2015 .01
-
중국 B2C 전자상거래 플랫폼의 서비스 품질이 고객만족도
무역연구
2020 .01
-
플랫폼기반 ERP+ 시스템 설계에 관한 연구
Journal of Information Technology Applications & Management
2015 .12
-
A Study on the Proposal for Building an Integrated Platform for Research Output Utilization
International Journal of Knowledge Content Development & Technology
2024 .12
이 논문의 저자 정보
이 논문과 함께 이용한 논문
최근 본 자료
댓글(0)
0
UCI(KEPA) : I410-ECN-0101-2023-324-001438456