틱톡 광고의 정보성, 상호작용성, 방해성이 브랜드 태도에 미치는 영향에 관한 연구: 실용적 가치와 헤도닉 가치의 매개효과를 중심으로

진봉비,권순동,Qin, PengFei,Kwon, Sundong 한국데이터전략학회 2021 Journal of information technology applications & m Vol.28 No.6

Snack culture, which can be easily enjoyed and consumed in a short period of time just like eating sweets, is spreading rapidly. Among them, TikTok is gaining popularity mainly among the MZ generation, and TikTok is rapidly emerging as a means of advertising or marketing. In this study, we studied the effect of TikTok Advertising's informativeness, interactivity, and impediment on brand attitudes. Previous studies have suggested that brand attitudes are formed through usefulness. However, this study divided usefulness into utilitarian value and hedonic value, and proved that brand attitudes are formed through these mediation variables. This is because of the TikTok advertising includes entertainment as well as usefulness. Therefore, this study established and verified the model in which informativeness, interactivity, and impediment of TikTok advertising form brand attitude through utilitarian value and hedonic value. In order to verify this research model, survey questionnaires were distributed to TikTok users and a total of 220 data samples were collected and analyzed. As a result of data analysis, informativeness and interactivity have a positive effect on utilitarian value and hedonic value, but impediment has a negative effect. In addition, informativeness, interactivity, impediment influenced brand attitudes through practical value and hedonic value, not directly influencing brand attitudes. This study is meaningful in that it suggests a marketing strategy that can further enhance brand attitude by considering utilitarian value and hedonic value simultaneously, rather than focusing on either utilitarian value or hedonic value.

온라인 쇼핑 동기가 실용적 가치, 쾌락적 가치, 재구매의도에 미치는 영향

주형준,조중환 한국생산성학회 2014 생산성연구 Vol.28 No.3

The current study investigates relationships shopping motivation have effects on repurchase intention. This causal relationship is mediated utilitarian value and hedonic value. Study samples composed of ages between 20s and 30s who have prior experiences in online shopping purchases. Total of 256 valid data were collected and analyzed. The results indicated cost saving, shopping convenience, and browsing showed significance on both utilitarian value and hedonic value. The variety seeking and self-gratification showed significance on utilitarian value. The social interaction showed significance on hedonic value. The utilitarian value and hedonic value showed significance on repurchase intention, and the intensity was prominent in the relationship between the utilitarian value and repurchase intention. In conclusion, we believe that to improve the degree of repurchase by providing all of the practical value and hedonic value to customers operators of on-line shopping channel. Also diversity motivation, is expected to be able to derive a more efficient repurchase effect by stimulating the buying motives other than self-satisfaction synchronization information seeking motivated, among hedonic value. Additionally, will be able to derive a more efficient effect over the repurchase hedonic value by stimulating information seeking, diversity motivation and self-satisfaction motivation. Therefore contribute to increased productivity of field sales and increased profits due to corporate business strategy speaks of online shopping.

스마트 러닝 이용자의 학습 동기요인이 실용적 가치와 헤도닉 가치를 통해 교육성과에 미치는 영향

문정원,권두순,김성준 (사)디지털산업정보학회 2021 디지털산업정보학회논문지 Vol.17 No.3

The appearance of education is also rapidly changing in social changes represented by social networks. And the development of information and communication technology is also having a widespread effect on the education field. In the era of untact caused by Covid-19, education through smart learning is having a greater effect on students as well as adult learners more quickly and broadly. In addition, smart learning is not just limited to learning content, but is developing into personalized, convergence, and intelligent. The purpose of this study is to identify the factors of ARCS motivation theory that can determine the learning motivation of smart learning users, and to empirically study the casual relationship between these factors on education achievement through practical value and hedonic value. Specifically, I would like to examine how the independent variables ARCS motivation factors (attention, relevance, confidence, and satisfaction) affect learners' education achievement through the parameters of practical value and hedonic value. To this end, a research model was presented that applied the main variables of attention, relevance, confidence, and satisfaction, which are four elements of ARCS motivation theory, a specific and systematic motivational strategy to induce and maintain learners' motivation. In order to empirically verify the research model of this study, a survey was carried out on learners with experience using smart learning. As a result of the study, first attention was found to have a positive effect on the hedonic value. Second, relevance was found to have a positive effect on the hedonic value. Third, it was found that confidence did not have a positive effect on the practical value and the hedonic value. Forth, satisfaction was found to have a positive effect on the practical value and the hedonic value. Fifth, practical value was found to have a positive effect on the education achievement. Sixth, hedonic value was found to have a positive effect on the education achievement. Through this, it can be seen that the intrinsic motivation of learners using smart learning affects the education achievement of users through intrinsic and extrinsic value. A variety of smart learning that combines advanced IT technologies such as AI and big data can contribute to improving learners' education achievement more effectively and efficiently. Furthermore, it can contribute a lot to social development.

WHAT DRIVERS CONSUMERS’ CHOICE OF ORGANIC IN THE TAIWANESE MARKET

Wei-Chih Tseng,Chun-Hui Chang 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

With the popularization of the issues of global warming and climate change, more and more people are aware of environmental damages caused by human behavior. The fundamental living necessities of humans, such as food, water, clothing, housing and transportation, all take place on the Earth. Many environmentalists and governments worldwide have started to promote low carbon and green concepts. Such a green urgency is sweeping the world. Based on the surveys conducted by the Organic Trade Association (OTA) in 2013, over 40% of those surveyed in US households have a higher level of motivation to purchase organic products, for the sake of their own and their family's health. In addition, 97% of organic product buyers had purchased organic fruits or vegetables in the past six months. We can also see this kind of situation in Taiwan, where about 80% of consumers are willing to pay more money to purchase environmentally friendly products. The OTA even maintains that, except for Japan, Taiwan is the fastest growing organic market in Asia. Therefore, this study aims to explore the consumers' purchase behaviour behind the organic market in Taiwan. The organic market in Taiwan covers the products from agriculture, food processing, textiles, apparels, and even personal care products and cleaning supplies. Following this green trend that seeks to enhance human health and to maintain a sustainable earth to live on, organic stores in Taiwan have become an emerging industry and there seem to be endless business opportunities in this potential organic market. In order to acquire a significant market share, it is necessary for enterprise managers to understand consumers' perceived value of organic products and how this determinant, perceived value, impact their purchase intention. Perceived value is the overall purchase experience of consumers. It is based on the consumers' comparison between the quality and quantity of products received and paid out, and their objective and subjective consideration of certain factors (Schechter, 1984; Zeithaml, 1988). Perceived value varies with the type of products and services and consumers' personal traits (Zeithaml, 1988). Perceived value is a complicated construct and, therefore, its impact on consumers' purchase intentions toward products cannot be judged from a single dimension only (Bolton & Drew, 1991). Literature on perceived value divides it into utilitarian and hedonic values. Utilitarian value refers to the perceived value acquired by consumers after their purchasing goals have been achieved in the process of consumption. That is to say, utilitarian value is the task- and rationalization-oriented decisions of consumers. On the other hand, hedonic value is affiliated to the individual emotional and irrationality phase of consumers, which usually occur during the process of consumption. Consumers commonly feel pleasant emotions and feelings of motivation and accomplishment, or can even fulfill their desire for escape (Babin & Attaway, 2000; Babin, Darden, & Griffin, 1994; Bae, 2008). Past studies have pointed out that perceived value has a direct impact on the purchase intention (Grewal, Monroe, & Krishnan, 1998). However, in the Value-Attitude-Behavior Model, Homer and Kahle (1988) indicated that perceived value affects consumers' purchase intention through the mediating effect sourced from their attitude. The Theory of Planned Behavior (TPB) has been commonly used to explain a variety of human behaviour (Cunningham and Kwon,2003; Andrews, Silk and Eneli,2010; Kim & Chung, 2011). The TPB mainly focuses on the influence of three behavioural intention dimensions of individuals: attitude, subjective norm and perceived behavioural control. In short, following the fundamental concept of TPB (Ajzen, 1985), this study explored the variables of (1) consumers' attitude towards organic products, (2) the subjective norm, represented by the pressure from family members and close friends, and (3) the perceived behavioural control, presenting perceived ability to control the availability and accessibility of organic products. The ultimate goal of this research is to find out the critical determinants influencing consumers' purchase intentions towards organic products. In order to explore the consumers' possible decisive path from perceived values to purchase intention toward organic products (see figure 1), this study includes the variables utilitarian value and hedonic value as the antecedents, attitude as the mediating factor, and both subjective norm and perceived behavioural control as other influential factors. Figure 1: Conceptual framework and hypotheses This study mainly targeted the consumer behavior toward organic products in the Taipei area of Taiwan. Totally 565 samples were collected. Excluding invalid questionnaires (73 samples), the number of valid questionnaires was 492. The valid response rate was 87%. The SEM is a statistical technique combining both factor analysis and path analysis and is widely used in social and behavioural science studies. Therefore, this study adopted the SEM as the analytical tool to explore the causal relationship among the latent variables discussed above. In sum, this study revealed that the proposed model could well predict consumers’ purchase intentions toward organic products. The empirical research results of this study are summarized as follows. First, the findings of this study confirmed the claims proposed by many scholars that perceived value is a critical determinant affecting the purchase intention of consumers (Zeithaml, 1988). The empirical results of this study show perceived value is an important antecedent driving consumers to purchase organic products in Taiwan. Nevertheless, perceived value is a multi-dimensional construct. As Ryu et al. (2010) suggested in order to explain all consumptive phenomena, we should consider consumers' overall evaluation of utilitarian and hedonic values that are taken into account during their consumption experience. This study found that utilitarian and hedonic values are, indeed, the important driving antecedents for consumers to purchase organic products. Moreover, utilitarian value, compared to hedonic value, has a higher level of impact on the consumers’ purchase intention toward organic products. With regard to the sale of organic products, in addition to the emphasis on the interesting and exciting experience acquired from the purchase or use of organic products, what is more important is that managers can directly emphasize the quality, practical value of organic products, and the contribution that organic products make to people’s health and environmental protection. This not only directly drives consumers to purchase organic products but also further promotes the degree of satisfaction of consumers towards organic products, subsequently increasing the chances for organic products to be purchased. In particular, this study also finds that the main reason for people who never purchase organic products is that they do not yet have a preference toward organic products. For enterprises which want to extend the organic market in Taiwan, this study suggests that managers make consumer to be fond of organic products by driving hedonic and utilitarian value that can be provided by the organic products. Second, the influence of perceived behavioral control and attitude on purchase intention, as mentioned in the TPB in previous studies, was also supported in this study. In other words, when consumers purchase organic products, they have been deeply affected by factors regarding the degree of their knowledge of organic products or the accessibility of the organic products. In that case, the channel strategy and the store coverage of organic products should be very critical in the ever-booming organic products market in Taiwan. Besides, this investigation finds that a certain proportion of consumers do not purchase organic products because they do not understand the organic products, which is also a very important clue for the companies that intend to penetrate the market. They could spread environmental protection knowledge via the advertisements to educate consumers about the benefits (such as protecting the environment, and being good to health, etc.) of the usage of organic products. In that way, the potential consumers could be encouraged to purchase organic products and this will be beneficial for the development of total organic product market.

WHAT DRIVERS CONSUMERS’ CHOICE OF ORGANIC IN THE TAIWANESE MARKET

Wei-Chih Tseng,Chun-Hui Chang 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.2

With the popularization of the issues of global warming and climate change, more and more people are aware of environmental damages caused by human behavior. The fundamental living necessities of humans, such as food, water, clothing, housing and transportation, all take place on the Earth. Many environmentalists and governments worldwide have started to promote low carbon and green concepts. Such a green urgency is sweeping the world. Based on the surveys conducted by the Organic Trade Association (OTA) in 2013, over 40% of those surveyed in US households have a higher level of motivation to purchase organic products, for the sake of their own and their family's health. In addition, 97% of organic product buyers had purchased organic fruits or vegetables in the past six months. We can also see this kind of situation in Taiwan, where about 80% of consumers are willing to pay more money to purchase environmentally friendly products. The OTA even maintains that, except for Japan, Taiwan is the fastest growing organic market in Asia. Therefore, this study aims to explore the consumers' purchase behaviour behind the organic market in Taiwan. The organic market in Taiwan covers the products from agriculture, food processing, textiles, apparels, and even personal care products and cleaning supplies. Following this green trend that seeks to enhance human health and to maintain a sustainable earth to live on, organic stores in Taiwan have become an emerging industry and there seem to be endless business opportunities in this potential organic market. In order to acquire a significant market share, it is necessary for enterprise managers to understand consumers' perceived value of organic products and how this determinant, perceived value, impact their purchase intention. Perceived value is the overall purchase experience of consumers. It is based on the consumers' comparison between the quality and quantity of products received and paid out, and their objective and subjective consideration of certain factors (Schechter, 1984; Zeithaml, 1988). Perceived value varies with the type of products and services and consumers' personal traits (Zeithaml, 1988). Perceived value is a complicated construct and, therefore, its impact on consumers' purchase intentions toward products cannot be judged from a single dimension only (Bolton & Drew, 1991). Literature on perceived value divides it into utilitarian and hedonic values. Utilitarian value refers to the perceived value acquired by consumers after their purchasing goals have been achieved in the process of consumption. That is to say, utilitarian value is the task- and rationalization-oriented decisions of consumers. On the other hand, hedonic value is affiliated to the individual emotional and irrationality phase of consumers, which usually occur during the process of consumption. Consumers commonly feel pleasant emotions and feelings of motivation and accomplishment, or can even fulfill their desire for escape (Babin & Attaway, 2000; Babin, Darden, & Griffin, 1994; Bae, 2008). Past studies have pointed out that perceived value has a direct impact on the purchase intention (Grewal, Monroe, & Krishnan, 1998). However, in the Value-Attitude-Behavior Model, Homer and Kahle (1988) indicated that perceived value affects consumers' purchase intention through the mediating effect sourced from their attitude. The Theory of Planned Behavior (TPB) has been commonly used to explain a variety of human behaviour (Cunningham and Kwon,2003; Andrews, Silk and Eneli,2010; Kim & Chung, 2011). The TPB mainly focuses on the influence of three behavioural intention dimensions of individuals: attitude, subjective norm and perceived behavioural control. In short, following the fundamental concept of TPB (Ajzen, 1985), this study explored the variables of (1) consumers' attitude towards organic products, (2) the subjective norm, represented by the pressure from family members and close friends, and (3) the perceived behavioural control, presenting perceived ability to control the availability and accessibility of organic products. The ultimate goal of this research is to find out the critical determinants influencing consumers' purchase intentions towards organic products. In order to explore the consumers' possible decisive path from perceived values to purchase intention toward organic products (see figure 1), this study includes the variables utilitarian value and hedonic value as the antecedents, attitude as the mediating factor, and both subjective norm and perceived behavioural control as other influential factors. Figure 1: Conceptual framework and hypotheses This study mainly targeted the consumer behavior toward organic products in the Taipei area of Taiwan. Totally 565 samples were collected. Excluding invalid questionnaires (73 samples), the number of valid questionnaires was 492. The valid response rate was 87%. The SEM is a statistical technique combining both factor analysis and path analysis and is widely used in social and behavioural science studies. Therefore, this study adopted the SEM as the analytical tool to explore the causal relationship among the latent variables discussed above. In sum, this study revealed that the proposed model could well predict consumers’ purchase intentions toward organic products. The empirical research results of this study are summarized as follows. First, the findings of this study confirmed the claims proposed by many scholars that perceived value is a critical determinant affecting the purchase intention of consumers (Zeithaml, 1988). The empirical results of this study show perceived value is an important antecedent driving consumers to purchase organic products in Taiwan. Nevertheless, perceived value is a multi-dimensional construct. As Ryu et al. (2010) suggested in order to explain all consumptive phenomena, we should consider consumers' overall evaluation of utilitarian and hedonic values that are taken into account

Investigation of consumer intention to use Airbnb based on utilitarian and hedonic values, trust and perceived risk

Gurung Kapil 한국호텔관광학회 2022 호텔관광연구 Vol.24 No.3

This study aims to empirically examine a research model incorporating the relationship of utilitarian value, hedonic value, trust, and perceived risk on intention to use Airbnb. An online-based questionnaire was distributed to the panel of Amazon Mechanical Turk, the crowdsourcing marketplace. Valid data with 523 subjects were finally obtained from the travelers who have experience with Airbnb before. The dimension of utilitarian value, hedonic value, trust, and perceived risk are used in this study. The research model, which consists of the proposed hypotheses, was statistically examined by the PLS-SEM analysis. The findings of the structural model are as follows. First, utilitarian value and hedonic value positively influenced on intention to use where hedonic value showed a greater influence than utilitarian value. It implies that Airbnb users regard socio-emotional value more than economic aspects. Second, trust also has a positive and significant impact on intention to use. Surprisingly, perceived risk positively impacted intention to use. However, this risk perception paradox can be supported by the disruptive innovation theory in sharing economy and traits of risk-seeking behavior in tourism. It suggests that Airbnb users compromise with risk for the sake of excitement and adventure. Furthermore, the first-order constructs were significant facets of second-order constructs. These findings are expected to better understand the effect of utilitarian value, hedonic value, trust, and perceived risk based on the framework of social exchange theory in sharing economy. The result offers significant implications for research and practice in sharing economy and Airbnb.

현대 소비자의 소비가치는 소비상황에 따라 다르게 작용하는가? - 여대생 소비자의 소비지향성과 소비목적에 따른 4가지 소비상황을 중심으로 -

장은지 ( Jang Eun Ji ),김기옥 ( Kim Kee-ok ) 한국소비자학회 2018 소비자학연구 Vol.29 No.1

This study examines change in consumption values by different consumption situations. Consumption situations are classified with two dimensions, one with consumption orientation either others-oriented or self-oriented, and the other with consumption purpose either utilitarian or hedonic. Consumption situations are divided into four with the two dimensions: others- oriented utilitarian purpose, others-oriented hedonic purpose, self-oriented utilitarian purpose, and self-oriented hedonic purpose. Three hundred nineteen college women in Seoul were participated in the questionnaire survey and fifteen replies were deleted. Date for this study was consisted with 304 replies. The results summarized as follows: First, college women replied the most frequently purchased item in others-oriented utilitarian purpose situation as smart-phones, in self-oriented utilitarian purpose situation as notebooks and in the rest situations as cosmetics. Clothes are the most frequently replied items in either others-oriented or self-oriented situations. Dolls are highly replied in self-oriented hedonic purpose situation. Second, college women pursued highly ‘emotional value’ in all consumption situations except self-oriented utilitarian situation, while ‘functional value’ was highly pursued in self-oriented utilitarian situation. Thirdly, college women pursued highly ‘social value’, ‘epistemic value’, ‘situational value’ in others-oriented situation, while ‘functional value’ and ‘emotional value’ were highly pursued in self-oriented situation. They pursued highly ‘functional value’ in utilitarian purpose situation, while ‘social’, ‘emotional’, and ‘epistemic’ values were highly pursued in hedonic purpose situation, Fourthly, ‘functional’ and ‘emotional’ values were highly pursued in self-oriented situation, while ‘social’ and ‘situational’ values were highly pursued in others-oriented situation. ‘Epistemic value’ was pursued highly in hedonic purpose situation. Fifthly, consumption values pursued in four consumption situations were partially different by socio-democratic backgrounds such as age, region, work, major fields, perceived social class, and average monthly consumption expenditures. This study revealed the fact that consumers pursue different consumption values in different consumption situations. Among the consumption values, consumers most highly pursued ‘emotional value’. This implies that contemporary consumers put high importance on self-satisfaction and subjective happiness and, therefore, ‘emotional value’ is the most important value in any consumption situation. This highlights the fact that understanding consumption situation should be preceded when dealing with consumption value in consumer science. In conclusion, consumers always pursue their subjective values in any consumption situation and purchase items that can satisfy their values the most. Therefore, it is crucial that consumers accurately understand what value they pursue in any consumption situation in order to be rational consumers.

헤어미용서비스 고객의 심리적 소비가치가 고객만족과 충성도에 미치는 영향 - 쾌락적/실용적 소비가치를 중심으로

유은희 대한피부미용학회 2015 대한피부미용학회지 Vol.13 No.5

There is no doubt to say that study of customer satisfaction and loyalty is a continuously studied as a essential factor which is directly connected to business in marketing literature study. Naturally, customer satisfaction and loyalty are considered significantly in beauty service industry. Therefore, this study specifically investigated the influence of hedonic/utilitarian consumption value on the customer satisfaction. Moreover, it analyzed the influence of these factors on the loyalty and loyalty effect comparison of satisfied/unsatisfied customers with interaction effect comparison. For comparative analysis of this study, the researcher used regression analysis and analysis of variance by utilizing questionnaires to 300 male and female customers who are 20-50 years old for recent 2 years. Main result of this study can be summarized as follow. Above all, in case of satisfaction, the result was different from preformed hypothesis. Hedonic value positive affected to satisfaction while utilitarian value didn’t gibe any available influences. Furthermore, a customer group that supports hedonic value showed eminently higher satisfaction than a customer group that supports utilitarian value. Next, in case of analysis of loyalty, the result showed higher value of loyalty of customer who upholds hedonic value rather than who supports utilitarian value like the preceding result of satisfaction, and there was interaction between the two factors. We identified that the change of age, culture and standard of living changed formal perception of beauty service which considered as life convenience service into hedonic service. Therefore, we need to take notice of change of pursuing consumption value of consumers towards hair beauty service.

대형마트부설 문화센터 이용고객의 라이프스타일 유형이 대형마트 이용의도에 미치는 영향 쇼핑가치의 매개효과

이기황,김상철,김판진 한국유통과학회 2015 유통과학연구 Vol.13 No.10

Purpose – The purpose of this study is to identify whether the operation of cultural centers in discount stores contributes to their profitability. Thus, this study is aimed at exploring how the lifestyles of customers who use the cultural centers influence their intention to use the discount stores. Specifically, the effect of shopping value on the correlation between the lifestyle types and usage intention of the customers were examined through a structured research model. To verify the effect, a survey on 139 customers of the Cultural Center of Nonghyup Hanaro Club's S branch was conducted and the valid questionnaires were used for analysis. Research design, data, and methodology – The findings are as follows. First, the lifestyles seeking self-realization had a positive effect on utilitarian value, and lifestyles seeking pop cultures had a positive effect on hedonic value. Second, the mediating effect of shopping value on the correlation between the lifestyle types and usage intention of the customers is as follows. Utilitarian value had a mediating effect only on the lifestyles seeking self-realization. In case of lifestyles seeking pop cultures, the use of Cultural Center had no effect on the intention to use the discount store. Third, an analysis of a revised research model revealed that the store usage intention of lifestyles seeking pop cultures can be enhanced by boosting the utilitarian value through hedonic value. Results – The findings suggest the following. Customers with lifestyles seeking self-realization, who value what is beneficial to them with little attention to the perceptions of others, are highlyinterested in the benefits they can gain from shopping. As for customers with lifestyles seeking pop cultures, they are highly likely to consume products popular in a particular culture such as new products and sports, based on financial stability they pursue. Thus, they prefer more subjective, personal experience, unlike consumers pursuing utilitarian value. Conclusions – As a result, the former pursues hedonic value gained in the process of shopping with fun and joy, rather than doing shopping with a particular purpose in mind. Therefore, Cultural Centers need to offer information that fits the lifestyles of the users so that they are more likely to use the discount stores. However, if the Cultural Centers offer unified, profit-driven products and information, just to increase their store sales, it can backfire, which occurred in the past. On the other hand, if they provide information that fits the lifestyles of the users, it can actually increase the sales. Also, the findings suggest that sophisticated marketing strategies that can boost the hedonic value of customers by linking the educational contents of Cultural Centers to actual shopping, which is beneficial to consumers, should be set and operated by discount stores. In particular, customers with lifestyles seeking self-realization can be encouraged to use the stores by making them recognize the utilitarian value. However, the use of Cultural Centers doesn't necessarily lead to higher sales among customers with lifestyles seeking pop cultures. As mentioned previously, unified marketing strategy is not as effective for Cultural Centers of large discount stores.

카카오톡 선물하기의 e-서비스품질과 쾌락적 및 실용적 가치, 행동의도 간의 관계

윤형선,전현모 한국외식산업학회 2022 한국외식산업학회지 Vol.18 No.2

This study intends to closely examine the values of consumers purchasing food and dining products through the KakaoTalk Gift service by differentiating into hedonic value and utilitarian value, while making empirical analysis on the impact relationship of e-service quality factors on value and behavioral intention. The app subject to survey for sampling selected for this study was KakaoTalk Gift, which accounts for the highest transaction volume in Korea’s mobile gift services. After asking the preliminary question on whether the subject had experience purchasing food/dining products with KakaoTalk Gift in the past three months, those who answered that they had experience were selected as samples. Surveys were carried out over a period of seven days by hiring an online survey company from October 20 to October 26, 2021, and the self-entry questionnaire method where the respondent enters the answers directly was used. After excluding questionnaires judged to be filled out insincerely or inconsistently, 350 valid samples were finally used for analysis. As a result of the study, first, it was found that the usefulness, informativity, and system capability of e-service quality had positive impact on hedonic value and utilitarian value. And design only had positive impact on hedonic value. On the other hand, sympathy were found not to have significant impact on hedonic value and utilitarian value. Second, it was found that hedonic value and utilitarian value had a positive impact on behavioral intention. These results are differentiated from those of previous studies that applied the e-commerce marketing theory. The theoretical framework proposed and tested in this study can serve as a basis for future e-commerce marketing studies in foodservice.