음식의 양, 가격공정성, 음식배달앱에 대한 태도의 관계: 친환경 포장과 성별의 조절효과*

초록

Purpose － The purpose of this work is to explore consumers of food delivery apps, focusing on the Korean market. Specifically, this work examines the relationships among food portion size, price fairness, and consumer attitudes. By focusing on portion size as a tangible product attribute and price fairness as a key evaluative judgment, the research seeks to clarify how these factors jointly shape overall consumer attitudes. Additionally, the research investigates the moderating effects of gender and environmentally friendly packaging. Design/Methodology/Approach – The study was conducted with 300 domestic consumers through an online research company. Factor analysis was employed to test the validity of the measurement items. Hayes’ Process Macro Model 7 was employed to test the hypotheses using a statistical package in social science program. Findings – Food portion size was found to have a positive effect on both price fairness and consumer attitudes. Price fairness also positively influenced consumer attitudes. Moreover, gender and green packaging demonstrated significant moderating effects on the relationship between food portion size and price fairness. Research Implications – This study is significant in that it confirms the effects of food portion size on price fairness and consumer attitudes among food delivery app users. Additionally, it highlights the moderating roles of gender and green packaging on the impact of portion size and price fairness. Managerial implications are addressed.

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