Title Page
Contents
ABSTRACT 9
I. INTRODUCTION 11
II. THEORETICAL BACKGROUND 12
1. O2O Platform Business 12
A. Present Condition of O2O Platform Business Industry 12
B. Present Condition of Food Delivery Application Market 13
2. Structural Alignment Model 17
3. Defender Model 18
III. RESEARCH METHODOLOGY 23
1. Research Model and Hypothesis 23
2. Measurements 25
3. Pretest 27
3.1. First investigation categorizing service 27
3.2. Second pre-assessment for characteristics derivation of delivery applications 29
3.3. Profile for conjoint analysis 32
3.4. Manipulation check on comparable characteristics and incomparable characteristics 39
4. Subject of study and test procedure 40
5. Method of analysis 41
IV. RESULTS 43
1. Testing hypothesis 1 43
2. Testing hypothesis 2 46
3. Testing hypothesis 3 57
V. DISCUSSION 64
VI. REFERENCES 66
VII. APPENDICES 69
〈APPENDIX 1〉 MAIN STUDY : Alignable attribute 69
〈APPENDIX 2〉 MAIN STUDY : Non-alignable attribute 83
논문요약 97
Table 1. Difference of service types 28
Table 2. Experience service vs. credence service 28
Table 3. Important attributes when selecting delivery applications (Scheffe-test) 30
Table 4. Conjoint profile (Alignable attributes) 33
Table 5. Design profiles: entry before new attribute 34
Table 6. Design profiles: entry after new alignable attribute 35
Table 7. Design profiles: entry after new non-alignable attribute 37
Table 8. Manipulation check: Mean value comparison to the type of property 39
Table 9. Attributes consumers regard as important when purchasing goods 43
Table 10. The classification of the service of O2O platform business 45
Table 11. Mean utility estimates per attribute level (entire market): Alignable Attribute 47
Table 12. Mean utility estimates per attribute level (entire market): Nonalignable Attribute 48
Table 13. Difference in preferences for fees between pre- and post-entry of new attributes 50
Table 14. Company profiles in existing market and average market perception of each attribute 51
Table 15. Profiles following the change in alignable attributes and average market perception... 53
Table 16. Profiles following the change in non-alignable attributes and average market... 55
Table 17. A group analysis results based on changes of alignable attribute (concept coordinate... 58
Table 18. A change of market share for each groups(alignable attribute) 59
Table 19. Group analysis result based on change of non-alignable attribute (concept coordinate... 61
Table 20. A change of market share for each groups(non-alignable attribute) 63
Figure 1. Monthly visitors to the three major Korean delivery application businesses in 2014 14
Figure 2. Brokerage rate changes of food delivery applications 15
Figure 3. Monetary perception map 22
Figure 4. Preference distribution and function plot 22
Figure 5. Research model of response 23
Figure 6. Types of product goods 45
Figure 7. Pre-entry perceptual map of new attributes 51
Figure 8. Post-entry perceptual map (Alignable attribute) 54
Figure 9. Post-entry perceptual map (Non-alignable attribute) 56
Figure 10. Light User's perceptual map (Alignable attribute) 59
Figure 11. Heavy User's perceptual map (Alignable attribute) 59
Figure 12. Light User's perceptual map (Non-alignable attribute) 62
Figure 13. Heavy User perceptual map (Non-alignable attribute) 62