Global Business and Finance Review (May 2024)
The Role of Korean Food Delivery Apps as a Third-Party Logistics Provider: Focusing on Self-Determination Theory
Abstract
Purpose: This study aim to examines the relationships between users' self-determination motivation, perceived utility and hedonic values, attitudes, and intentions to reuse the app. Additionally, the moderating effect of information search effort was explored. Design/methodology/approach: Data were collected via online surveys targeting domestic consumers using K-FDA services. We used PLS-SEM for hypothesis testing. Findings: The r esults s uggest that K -FDA u sers perceive more value as they u se the a pp with g reater voluntary motivation, leading to higher attitudes and intentions to reuse the services. Additionally, hedonic value interacted with information search effort level to significantly influence attitude, indicating the need to encourage users to use K-FDA services more proactively. Research limitations/implications: According to self-determination theory, an individual's autonomy can be distinguished into various stages ranging. Differences in perceived value and behaviors during the K-FDA usage process may emerge according to these stages. Therefore, it is suggested that future research conduct studies comparing differences by refining the degree of self-determination. Originality/value: Despite the increasing distribution costs as Korean Food Delivery Apps (K-FDA) s erve a s thirdparty logistics providers, the number of K-FDA users is on the rise. In this context, there is a need to investigate users' motives and the values perceived during the use of the app to attract and retain users. Therefore, we adopted the Self-Determination Theory to examine the effects of intrinsic motivation on the perceived value (utilitarian and hedonic) during the app usage process and proposed the role of K-FDA in attracting users to the app and encouraging reuse in the fiercely competitive delivery app market.
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