Journal of Korean Society for Quality Management (품질경영학회지)

Korean Society for Quality Management (한국품질경영학회)
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An Effect of O2O Service Users' Motivation on Loyalty through Expectation-Confirmation and Satisfaction

O2O 서비스 이용자의 동기가 기대충족과 만족을 통해 충성도에 미치는 영향

  • An, Ki-Hoon (Department of Business Administration, Graduate School, Kyung Hee University) ;
  • Lee, Sin Bok (Bigdata Research Center, Kyung Hee University) ;
  • Lee, Sae Bom (Bigdata Research Center, Kyung Hee University) ;
  • Suh, Yung Ho (Bigdata Research Center, Kyung Hee University)
  • 안기훈 (경희대학교 일반대학원 경영학과) ;
  • 이신복 (경희대학교 빅데이터연구센터) ;
  • 이새봄 (경희대학교 빅데이터연구센터) ;
  • 서영호 (경희대학교 빅데이터연구센터)
  • Received : 2018.11.05
  • Accepted : 2018.11.22
  • Published : 2018.12.30
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Abstract

Purpose: O2O service are becoming popular in various industries such as food delivery and taxi. This research explores how users' motivation of O2O service influence customer loyalty through expectation-confirmation and satisfaction. this study attempts to explore the motivation factor (i.e. pricing, enjoyment, immediately, social influence) and to empirically examine the relationships between those and users' loyalty to O2O service. Methods: To test the proposed research model, a survey research methodology was used. Paper survey was distributed to O2O service users in Korea. A total of 198 data were used for the analysis. Structural equation modeling was used to test hypotheses. Results: According to our findings, this study found that satisfaction was positively influenced by users' motivation factors. all hypotheses about the effect of motivation on expectation-confirmation were statistically not significant. Conclusion: O2O service providers should consider the results of this study to satisfy users' expectations and satisfaction for building a better O2O market.

Keywords

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Figure 1. Research Model

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Figure 2. Results of Structural Equation Model

Table 1. Characteristics of Respondents.

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Table 2. Confirmatory Factor Analysis Results

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Table 3. Correlations and Square Roots of Average Variance Extracted.

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Table 4. The Results of Hypotheses

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