Effect of Application Service Quality Attributes on Perceived Value and Post-Purchase Behavior Intentions

ABSTRACT

In modern society, the online to offline (O2O) market has become an emerging market. Based on socialand cultural phenomena, the importance of “FOODTECH” linked with mobile applications is growing in thefood and restaurant industry. This study examined subjective food application service quality, perceived value,and post-purchase behavior intentions. According to this study, of foodtech service quality attributes, only information,mobility, and reliability had positive (+) relationships with perceived value. However, foodtechservice quality attributes did not have a direct impact on behavior intentions. Perceived values had a positive(+) relationship with behavior intentions and showed full mediation effects between foodtech service qualityattributes and behavior intentions. Based on these results, future research on the relationship among food applicationservice quality, perceived value, and post-purchase behavior intentions is needed.