부산대학교 도서관

From 11 to 26 October 2021, targeting consumers who have used O2O platform services in Seoul and Gyeonggi Province to examine the relationship between the impact of O2O platform services on customer satisfaction and consumer purchasing behavior and to verify the mediating role of customer satisfaction. The questionnaire was received by October 26, and 381 questionnaires were analyzed, and it was confirmed that ease of use, economic feasibility, and safety, which are sub-factors of the O2O platform service, all had a significant and positive impact on customer satisfaction and purchase intention. In addition, as a result of verifying the mediating effect of customer satisfaction between the significance of purchase intention and the O2O platform service and purchase intention, it was verified that the more satisfied the customer was with the O2O platform service, the clearer the consumer's purchase intention. Consumers using the O2O platform service were found to have high purchasing power. Furthermore, in order to secure practical value for consumers, we developed customized services such as information on various events and discount events, and secured stability for personal information protection to cater for food service companies. This suggests the need to establish a steady marketing strategy to develop ties between customers and customers.