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http://dx.doi.org/10.9716/KITS.2017.16.4.197

A Study on Factors Affecting Intention to Continuous Use of O2O Service : Focused on Cinema Ticketing Systems  

Park, Soeun (숭실대학교 대학원)
Lee, Seonghye (숭실대학교 대학원)
Ji, Deabum (숭실대학교 대학원 IT정책경영학과)
Choi, Jeongil (숭실대학교 경영학부)
Publication Information
Journal of Information Technology Services / v.16, no.4, 2017 , pp. 197-212 More about this Journal
Abstract
This study aims to investigate factors affecting the intention of continuous use of O2O service by referring new media adoption theory and value-based acceptance model for movie ticketing services. For this study, a questionnaire survey was conducted for users of tickets ticketing service of the cinema online (including mobile) within the last 6 months. A total of 500 copies was collected and 404 copies were analyzed excluding 96 copies because of errors. As a result of the analysis, the ease of use and service ubiquity has a positive effect on perceived functional value and perceived emotional value, and usability has a positive effect on perceived functional value. Compatibility and trialability has a positive effect on both perceived functional value and emotional value. Previous experience has a positive effect on both perceived functional value and perceived emotional value, and inertia has negative effect on perceived functional value. Finally, the perceived emotional value has a positive effect on the intention to continuous use, but perceived functional value appeared to have no significant effect. This study shows a theoretical implication for new technology-based services such O2O. It was suggested to establish a practical marketing strategy and help to activate the O2O service field.
Keywords
Diffusion of Innovation; New Media Adoption; O2O Service; Perceived Value; Technology-based Self Service;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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