Purpose: The purpose of this study is to use the research concepts of existing previous studies to verify whether the motivation to use consumers who have experienced the recently expanding early morning online delivery services affects the perceived value and behavioral intention. The researcher hopes that the research results derived through this study will be used as data necessary for related industries to develop more necessary services and benefits for consumers. Research design, data, and methodology: The study designed and verified a structural equation model to determine whether exogenous variables affect endogenous variables by confirming the path through which consumers’ motivation to use early morning online delivery services affects perceived value and how perceived value affects behavioral intention. To verify the research concept designed in this way, adults aged 20 to 59 living in Seoul and Gyeonggi-do who had experience using early morning online delivery services within the past 3 months over a 4-day period from January 3 to January 7, 2024. A total of 400 questionnaires through an online survey were collected from each 200 men and women. Empirical analysis was conducted using SPSS 24.0 and AMOS 24.0 statistical programs based on the sample data collected through the survey. Results: As a result of the hypothesis testing of this study, the motivation to use early morning online delivery service was found to have a positive relationship with both functional value and emotional value, and a significant positive relationship between perceived value and behavioral intention as well. Implications: The implications derived from the research results were that consumers who used early morning online delivery services respond to the benefits they gained from using the service, such as price and convenience. Related industies needs to develop its services, considering these results.
Park et al. (Thu,) studied this question.