Browse > Article
http://dx.doi.org/10.7469/JKSQM.2018.46.4.923

An Effect of O2O Service Users' Motivation on Loyalty through Expectation-Confirmation and Satisfaction  

An, Ki-Hoon (Department of Business Administration, Graduate School, Kyung Hee University)
Lee, Sin Bok (Bigdata Research Center, Kyung Hee University)
Lee, Sae Bom (Bigdata Research Center, Kyung Hee University)
Suh, Yung Ho (Bigdata Research Center, Kyung Hee University)
Publication Information
Journal of Korean Society for Quality Management / v.46, no.4, 2018 , pp. 923-938 More about this Journal
Abstract
Purpose: O2O service are becoming popular in various industries such as food delivery and taxi. This research explores how users' motivation of O2O service influence customer loyalty through expectation-confirmation and satisfaction. this study attempts to explore the motivation factor (i.e. pricing, enjoyment, immediately, social influence) and to empirically examine the relationships between those and users' loyalty to O2O service. Methods: To test the proposed research model, a survey research methodology was used. Paper survey was distributed to O2O service users in Korea. A total of 198 data were used for the analysis. Structural equation modeling was used to test hypotheses. Results: According to our findings, this study found that satisfaction was positively influenced by users' motivation factors. all hypotheses about the effect of motivation on expectation-confirmation were statistically not significant. Conclusion: O2O service providers should consider the results of this study to satisfy users' expectations and satisfaction for building a better O2O market.
Keywords
O2O Service; User's Motivation; Expectation-Confirmation; Satisfaction; Loyalty;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
연도 인용수 순위
1 An, Kyung Min and Joo Jaehun. 2017. "Factors Influencing Intention to Use Kakao Taxi as a O2O Service." The Journal of internet electronic commerce research 17:87-105.
2 Bhattacherjee, A., 2001. "Understanding Information Systems Continuance: An Expectation-Confirmation Model," MIS Quarterly 25:351-70.   DOI
3 Chi, Yongshou., Kang, Moonyoung., and Han, Kyeongseok. 2015. "An Empirical Study on Consumers' Discontinuance Intentions towards O2O Commerce." The Journal of internet electronic commerce research 15: 223-45.
4 Chiu, Chao-Min. Chung, Hsiang. L., Huang, Hsin. Yi. and Chen, Chieh-Fan. 2013. "Exploring Individuals' Subjective Well-being and Loyalty Towards Social Network Sites from the Perspective of Network Externalities: The Facebook Case." International Journal of Information Management 33:539-52.   DOI
5 Deng, Liqiong., Turner, Douglas E., Gehling, Robert., and Prince, Brad. 2010. "User Experience, Satisfaction, and Continual Usage Intention of IT." European Journal of Information Systems 19:60-75.   DOI
6 Devaraj, S., M. Fan, and R. Kohli, 2002, "Antecedents of B2C Channel Satisfaction and Preference Validation e-Commerce Metrics," Information Systems Research 13(3):316-33.   DOI
7 Ganesan, Shankar. 1994. "Determinants of Long-Term Orientation in Buyer-Seller Relationships." Journal of Marketing 58:1-19.   DOI
8 Hsu, Chin. L., and Lin, Judy. C.C. 2008. "Acceptance of Blog Usage: The Roles of Technology Acceptance, Social Influence and Knowledge Sharing Motivation." Information & Management 45:65-74.   DOI
9 Hoffman, Donna L., and Novak, Thomas P. 1996. "Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations." Journal of Marketing 60:50-68.   DOI
10 Bagozzi R. P. and Yi, Y. 1988. "On the Evaluation of Structural Equation Models," Journal of the Academy of Marketing Science 16:74-94,   DOI
11 Jarvenpaa, S.L. and P.A. Todd, 1997. "Consumer Reactions to Electronic Shopping on the World Wide Web," International Journal of Electronic Commerce 1(2):59-88.
12 Kim, Koo Sung, 2013. "Social Commerce motivations, benefits and dissatisfaction factors the impact on the buying behavior loyalty." Korean Journal of Consumer and Advertising Psychology 14:343-64.   DOI
13 Jin, Gu Shan. and Lee, Jong Ho. 2012. "Service Quality Factors Affecting Satisfaction and Repurchase Intention of Social Commerce", The Journal of the Korea Contents Association 12:311-21.
14 Jones, Thomas O., and Sasser, W. Earl. 1995. "Why Satisfied Customers Defect." Harvard Business Review: November-December, 88-99.
15 Kim, Young Hoon., Kim, Dan J., and Wachter, Kathy. 2013. "A study of Mobile User Engagement (MoEN): Engagement Motivations, Perceived Value, Satisfaction, and Continued Engagement Intention." Decision Support Systems 56:361-70.   DOI
16 Lee, Mina. 2016."Internet/Game Overweight-distinguish between good and bad of O2O Service." KTB Investment Securities Report. April 18:1-76.
17 Lee, Sae Bom., Wang, Ya Qin., and Suh, Yung Ho., " Factors Affecting the Mobile Instant Messenger Satisfaction, Loyalty, and Switching Intention." Journal of the Korean Society for Quality Management:43, 545-58.
18 Jeong, Yu Kin and Song, Yong Uk. 2016. "A Study on the Factors Affecting the Intention to Use O2O Services." Journal of Information Technology Services 15:125-51.
19 Lee, Yunhee., 2016. "O2O Service, New Paradigm of Life Service" KISTI Market Report 2016-20: 1-4.
20 Leung, Louis., and Wei, Ran. 2000. "More than Just Talk on the Move: Uses and Gratifications of the Cellular Phone." J&MC Quarterly 77:308-20.
21 McKinney, Vicki., Yoon, Kanghyun., and Zahedi, Fatemeh. M. 2002. "The Measurement of Web-Customer Satisfaction: An Expectation and Disconfirmation Approach." Information Systems Research 13:296-315.   DOI
22 Park, Eun Joo., Kim, Eun Young., Funches, Venessa Martin., and Foxx, William. 2012. “Apparel ProductAttributes, Web Browsing, and E-impulse Buying on Shopping Websites.” Journal of Business Research65:1583-89.   DOI
23 Moon, Hee Cheol., Yu, Ruihui., and Chung, Jaeeun. 2018. "A Study on the Effect of Service Quality of Korea and China O2O Commerce on User Satisfaction and Repurchase Intention : Analysis of Moderating Effect of Consumer Attitude." Journal of management & economics 40:317-30.
24 Moon, Jiwon. and Kim, Younggul. 2001. "Extending the TAM for a World-Wide-Web Context." Information & Management 38:217-30.   DOI
25 Oliver, Richard. L. 1980. "A Cognitive Model for the Antecedents and Consequences of Satisfaction." Journal of Marketing Research 17:460-69.   DOI
26 Ruggiero, Tomas. E. 2000. "Uses and Gratifications Theory in The 21st Century." Mass Communication &Society 3:3-37.   DOI
27 Venkatesh, Viswanath., Thong, James. and Xu, Xin., 2012. “Consumer acceptance and use of information technology: Extending the Unified Theory of Acceptance and Use of Technology,” MIS Quarterly 36:157–78.   DOI
28 Shin, Dong Hee., and Kim Sungjoong. 2012. “An Expectation-Confirmation Approach to the Users' Continued Useof Smart Phone.” Korean Journal of Journalism & Communication Studies 56: 331-56
29 Sung, Dong Kyoo., and Lim Seong Won. 2006. “Study about Practical Use of Mobile Media Contents Based onUser`s Characteristic: Focused on User's of a DMB Early Adopter.” Korean Journal of Broadcasting20:139-78.
30 McGuire, William J. 1974. "Psychological Motives and Communication Gratification," in J.G. Blumler and E. Katz, eds., The Uses of Mass Communications: Current Perspectives on Gratifications Research.