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http://dx.doi.org/10.22156/CS4SMB.2018.8.6.399

The Impact of Consumer's Psychological Attachment and Enjoyment, Trust on Satisfaction and Attitude toward On-Demand O2O(Online to Offline) Service  

Lee, Yun-Sun (Dpt of Business Administration, Sungkyul University)
Publication Information
Journal of Convergence for Information Technology / v.8, no.6, 2018 , pp. 399-407 More about this Journal
Abstract
This study examines the psychological factors of consumers to On-Demand O2O service which is different from the previous study on O2O service. To investigate the relative influence of consumer's psychological attachment of On-Demand O2O service, enjoyment, and trust on consumer's satisfaction and attitude, I conducted qualitative and quantitative surveys to investigate consumers' perception. Through the quantitative survey on 152 participants, the study shows that the consumer's psychological attachment to the service has the greatest influence on the attitude toward On-Demand O2O service and the trust has the highest effect on satisfaction with service. This study is meaningful in that the consumer's psychological factors to the O2O service is examined from the consumer's point of view. This study suggests that the consumer's attachment and trust should be considered primarily to expand the On-Demand O2O service.
Keywords
On-Demand O2O Service; Consumer's Psychological Attachment; Trust; Enjoyment; Satisfaction with Service; Attitude toward Service;
Citations & Related Records
Times Cited By KSCI : 5  (Citation Analysis)
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