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Effects of Social Capital within Delivery Platform-restaurant on Restaurants’ Continuity Intention to Use Delivery Platforms

JUNGHOON LEE 1,  Lee Gyumin 1

1경희대학교

Excellent Accredited

ABSTRACT

This study examined the effect of how social capital between the restaurant owners and delivery platforms on the intention to maintain their supply chain partnership. Nolinear relationships were reviewed through hierarchical regression analysis to investigate the quality of relationship and the contiunity of the supply chair partnership, which was not consistently examined in the previous studies. In addition, the focal relationship was hypothesized to be contingent on restaurants’ dependency on delivery platforms. Hypotheses were tested with questionnaire survey data collected from April 6th to May 27th, 2020 and total of 282 usuable data was collected. The results from hierarchical regression analysis provided support for the hypothesized nonlinear relationship as well as the moderating effect of dependency. Moreover, the finding confirmed that when the more social capital was formed, intention to maintain chain supply partnership increased, and the nonliner (U-shaped) influence relationship to increased. However, the moderate effects of restaurant owners’ dependency on delivery platforms had a non-linearly positive effect on the restaurant owners with high dependency, while there was a linearly positive effect on low dependency restaurant owners. This study draws scholarly interests to the new supply chain of the food service industry, including delivery platforms and provides practical implications for supply chain relationship management among the industry participants.

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