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ACOMS+ 및 학술지 리포지터리 설명회

  • 한국과학기술정보연구원(KISTI) 서울분원 대회의실(별관 3층)
  • 2024년 07월 03일(수) 13:30
 

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  • P-ISSN2765-6934
  • E-ISSN2765-7027
  • KCI

Analyzing Consumer Behavior in Responses to Delivery Fees in the Chicken Delivery Market: A Survey-Based Approach

Asian Journal of Business Environment / Asian Journal of Business Environment, (P)2765-6934; (E)2765-7027
2024, v.14 no.2, pp.31-40
https://doi.org/10.13106/ajbe.2024.vol14.no2.31
문명준 (Chungbuk National University)
김선웅 (Chungbuk National University)
서홍석 (Chungbuk National University)

Abstract

Purpose: This study aims to explore the factors affecting the willingness to pay for chicken delivery services targeting college students. The results of this study provide insights for improving food delivery market services and developing effective marketing strategies. Research design, data and methodology: A survey employing a questionnaire was administered to students at Chungbuk National University over a 10-day period from May 15 to May 24, 2023. Out of 232 distributed surveys, 218 were considered suitable for analysis. Binomial logistic regression analysis was conducted with the willingness to pay for delivery fees contingent on chicken price, serving as the dependent variable. Results: The main findings are following. First, as the price of chicken increases, the percentage of individuals willing to pay more than 2,000 won for delivery services decreases. Second, regardless of chicken price, males exhibit a lower tendency to bear higher delivery service fees compared to females. Lastly, those who lack awareness of their recent delivery fees or have previously paid charges exceeding 3,000 won demonstrate a greater propensity to pay higher delivery service fees compared to those who have paid fees below 3,000 won. Conclusions: It is essential for chicken sellers to identify key customer segments such as single-person households, and offer pricing and services tailored to their needs and preferences.

keywords
Willingness to Pay, Delivery Fees, Consumer Behavior, Binomial Logistic Model

Asian Journal of Business Environment