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http://dx.doi.org/10.5392/JKCA.2022.22.09.126

Effects of Perceived Quality on Consumers' Intention to Use O2O Services: Focusing on Technology Acceptance Model Perspective  

Je, Jiyeon (서울과학종합대학원대학교 경영학과)
Kim, Mikyoung (홍익대학교 광고홍보학부)
Oh, Sangjin (경희대학교 국제대학원 국제경영학과)
Publication Information
The Journal of the Korea Contents Association / v.22, no.9, 2022 , pp. 126-146 More about this Journal
Abstract
With the development of IT technology, consumers' shopping behaviors have diversified, and O2O services that remove the boundary between online and offline are increasing. With the development of O2O services, it is bringing about new changes in offline retailers that are facing limitations against the continuous growth of online. Drawing upon Technology Acceptance Model, this study investigates the effect of service quality perceived by O2O service users on consumers' intention to use O2O services. The result confirmed that the perceived quality, an external variable, affects the perceived usefulness and perceived ease of use, which are the main variables of the Technology Acceptance Model, and the perceived usefulness and perceived ease of use in turn have a significant effect on attitude and behavioral intention. In particular, it was found that the higher the perceived ease of use of the user, the higher the perceived usefulness and positive influence on the attitude. The results of this study suggest that in order to increase the utilization of O2O service by users, it is necessary to highlight the perceived quality of service and at the same time manage convenience and usefulness. This is expected to provide meaningful directions for companies attempting to advance O2O services.
Keywords
O2O Service; Technology Acceptance Model; Perceived Usefulness; Perceived Ease of Use; Perceived Quality;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
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