모바일 배달 앱 사용자 경험 디자인 요소가 지각된 가치 및 지속적 사용의도에 미치는 영향 연구 -SOR 모델을 기반으로-

초록

With mobile delivery applications emerging as a central component of O2O services, market competition has intensified and gradually shifted from price-based rivalry to non-price factors, particularly user experience (UX). Grounded in a theoretical review and the SOR framework, this study investigates how UX design elements (s) of mobile delivery apps shape users’ perceived value (o) and, in turn, influence their continued usage intention (r). An empirical analysis was conducted using survey data collected from 320 core users aged 19-35, focusing on China’s leading delivery applications, Meituan and Ele.me. The research model was tested through Structural Equation Modeling. The findings revealed that, first, the six UX design elements significantly influenced both perceived functional and emotional value. Second, while both perceived functional value and perceived emotional value positively affected users’ continued usage intention, the impact of functional value was substantially stronger. These results provide practical implications, indicating that developers of delivery applications should prioritize UX design strategies that maximize functional efficiency in order to enhance users’ long-term loyalty.

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