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http://dx.doi.org/10.20878/cshr.2017.23.7.011

The Effect of Food Online-to-Offline (O2O) Service Characteristics on Customer Beliefs using the Technology Acceptance Model  

Won, Junyeon (Service Management, Sangmyeong University)
Kang, Hyungchul (Service Management, Sangmyeong University)
Kim, Byeongyong (Hotel & Tourism Management, The University of Suwon)
Publication Information
Culinary science and hospitality research / v.23, no.7, 2017 , pp. 97-111 More about this Journal
Abstract
As a single-person household emerges as an important consumer group, an Online-to-Offline or Offlineto-Online(O2O) service market is rapidly growing. This study attempted to verify the effects of convenience and webrooming characteristics of O2O service using the Technology Acceptance Model (TAM). The purpose of this study was to investigate the effects of the convenience and webrooming of food O2O service on users' perceived ease of use and perceived usefulness, and the effects of perceived ease of use and perceived usefulness on purchase intention of O2O services. Using a convenience sampling technique, an online survey was conducted through Google survey from April 16 to April 30, 2017 and was distributed to 447 O2O service users. A total of 320 questionnaires were included in the final analysis. The results showed that convenience had a significant effect on users' perceived ease of use as well as perceived usefulness. In addition, users' perceived ease of use had a significant impact on users' perceived usefulness. Finally, both perceived ease of use and perceived usefulness positively affected users' purchase intention of O2O services. These findings suggest that differentiated events, promotions, and store information should be provided when launching O2O service because webrooming is a more important factor in enhancing perceived usefulness than the perceived ease of use.
Keywords
Online-to-Offline (O2O) service; Convenience; Webrooming; Technology Acceptance Model (TAM); Single-person household;
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