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http://dx.doi.org/10.9728/dcs.2018.19.4.661

A Study on the Influence of Telephone Apprehension Affecting Continuous Use Intention of Mobile O2O Commerce  

Lee, Kyeong-Rak (School of Business Administration, Chonnam National University)
Kim, Mee-Sung (7-Eleven)
Lee, Sang-Joon (School of Business Administration, Chonnam National University)
Publication Information
Journal of Digital Contents Society / v.19, no.4, 2018 , pp. 661-671 More about this Journal
Abstract
The avoidance tendency of voice call in younger generation facilitates the growth of mobile O2O service that utilizes Messaging. This study adopted and elaborated original concepts of telephone apprehension to apply phone anxiety to O2O. We examined previous researches related to the ubiquity of service quality, communication ability and anxiety, and then conducted a survey to understand the consciousness of mobile O2O service users. The results show that users with high message intimacy and users with poor logicality are afraid of voice calls. The mobile O2O service is considered useful as a means to replace an unstable situation. In this study, we considered individual characteristics of acceptance factor of O2O mobile service technology, and it was a new attempt to expand telephone apprehension characteristic reflecting current situation. In addition, the different results of this research from prior studies that examined the relationships among apprehension, usefulness, and continuous use intentions might be helpful to expand and sophisticate the research area.
Keywords
O2O; Message Affinity; Telephone Apprehension; Conversational Coherence; Continuous Use Intention;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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