• Journal of the Korea Convergence Society
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• v.10 no.5
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• pp.125-131
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• 2019

This study tries to grasp the factor that affects the acceptance of beacon as an O2O marketing tool. This study examined whether there is a difference between beacon accepter as a means of marketing communication and non-accepter in terms of related variables. As a result, there were significant differences between beacon perceiver and non-perceiver in 'smartphone usage' and 'brand consciousness'. In order to understand the predictive variables influencing beacon acceptance as a means of marketing communication, this study used 'perceiving beacon as a marketing communication media' as a dependent variable to perform logistic regression analysis. As a result of the analysis, it was found that 'smartphone usage' and 'brand consciousness' were the predictive variables affecting beacon perceiving. This study tried to analysis the results in the viewpoint of perceived usefulness and ease-of-use which were insisted by TAM.

• The Journal of the Korea Contents Association
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• v.15 no.7
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• pp.403-413
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• 2015

Social media has recently become one of the primary tools for viral marketing as an effective advertising channel, in order to maximize effects of world-of-mouth through social media, it is very important to obtain customer experience-centric differentiated contents in offline. However, viral marketing is still being implemented mainly based on online channels because of the lack of effective services and methods to support social medial marketing in conjunction with offline. On that account, this study proposes O2O(Online to Offline) based social media marketing method allowing customers to connect their personal experience conveniently and easily in offline in which they voluntarily participate. Furthermore, this study aims to verify the effectiveness of the proposed method by analyzing the empirical cases thereof. This study would eventually contribute to the vitalization of social media marketing market by enabling customers to obtain personalized posts as connecting online to offline organically and also by allowing corporations to get an ample amount of useful CRM information for planning marketing strategies.

• The Journal of the Korea Contents Association
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• v.19 no.2
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• pp.296-304
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• 2019

The Amazon Go was the catalyst of O4O era. O4O is an advanced business model from O2O, which is the integration of offline service to online, especially through smart phone network. We also find the O2O strategy of digital contents companies such as Kakao and Line. This study examined the relation between online character experience and offline purchasing intention on related character products. The SEM was designed on the former study that based on the theory of user experience and brand attitude. The result of this study shows that the users' online experience have influence on the purchasing intention of offline related products and there exist the mediating routes of satisfaction of user experience, brand preference and brand reliability. There are no statistical support to the relation between satisfaction of user experience and purchasing intention. These points illustrate what marketers better to focus on transmedia strategies.

• Proceedings of the Korean Society of Computer Information Conference
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• 2021.07a
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• pp.561-562
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• 2021

시대가 발전함에 따라 무선통신 기술인 사물인터넷이 점차 성장하고 있으며 모바일 중심으로 IT환경이 재편됨에 따라 전자상거래의 결제방식 또한 변화하고 있다. IT시대에 맞춰 개인의 실시간 위치정보를 기반으로 홍보할 수 있는 지능적 마케팅 수단으로 하이브리드 비콘을 활용하여 고객이 매장근처를 지나치거나 방문할 때, 프로모션 및 쿠폰 정보를 전송하여 실시간 마케팅이 가능하게 한다. 하이브리드 비콘은 고주파의 특성상 매장 안팎의 고객 위치를 정교하게 구분 및 제공할 수 있으며, 블루투스의 연결이 끊기더라도 일정시간 동안 마케팅 서비스를 제공하는 강점이 있다. 본 논문에서는 하이브리드 비콘의 고주파와 저전력에 대한 강점을 활용하여 오프라인 매장에서의 고객에게 프로모션 정보나 모바일 적립 서비스를 제공함으로서 오프라인 시장의 마케팅 및 O2O시장 성장을 목표로 한다.

• Journal of Digital Convergence
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• v.16 no.10
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• pp.115-123
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• 2018

This study explores unified service experience to boost O2O services. Previous studies on service management and marketing only focused on customer experience in offline stores, while prior works on information systems looked only at the experience of services in mobile applications. In this vein, this study took into accounts the characteristics of offline stores and the benefits of their mobile applications. Moreover, the final dependent variable was share of wallet to measure customer's expenditure within the category. The theoretical model was tested based on 219 consumers who frequently visit Starbucks and use its mobile application. PLS method was applied to analysis the research model and hypotheses. The analysis results showed that customer satisfaction about offline store is not significantly related to share of wallet, while satisfaction about mobile application plays a significant role in enhancing share of wallet. Hedonic and social benefits were found to have significant effects on satisfaction about mobile application. The analysis results help establish service marketing and strategies to enhance the unified customer experience of O2O service.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2015.10a
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• pp.304-307
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• 2015

It's a shame one of the famous places of Busan is the underground shopping area on the decline gradually. The reason why we developed this application is to provide information of the desired product and store for other residents as well as Busan residents. As a result, we expect a revival of underground shopping area. The main features of the application are to provide the location of shops and the information of products. In addition, it provides information of shops around me to utilize of location-based-service. We studied the possibility of win-win situation between offline stores and online through this application.

• Proceedings of the Korean Society of Computer Information Conference
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• 2016.01a
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• pp.167-168
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• 2016

2015년 대한민국을 관통하는 키워드 중 하나가 O2O (Online to Offline)이다. 대기업과 중소기업까지 O2O를 전면에 내세우고 새로운 비즈니스를 모색하는 기업들이 확대되고 있다. O2O 비즈니스 기업들의 업종도 모바일 메신저, 포털을 비롯한 인터넷 사업자, 통신사업자, 모바일 기기 제조사, 전자상거래 기업과 같은 정보통신기술(ICT) 관련 기업부터 유통기업까지 다양하다. 본 연구를 위하여 2014.5~2015.5 1년 간 여자대학생 92명의 '모바일 쇼핑 금융서비스 이용 현황' 조사를 실시하였다. 조사 결과, 상품정보검색(96.7%), 구매(88%), 주문 배송(77.2%), 할인 프로모션정보(62%) 등 모바일 쇼핑을 하였고, 모바일금융 서비스로는 하루에 1번정도 (20.4%), 월1~3회(20.4%), 1주 3~4회(16.3%), 이용 안하는 경우(24.5%)로 조사 되었다. 모바일 금융서비스를 이용하지 못하는 이유로는 개인정보보안 및 해킹우려(39%), 이용/결제 과정의 불편함(25.8%) 등 이었으며, 국내 O2O 플랫폼이 제공하는 서비스는 쇼핑부터 결제까지 완결적인 구조로 보완할 부분이 필수적이다.

• The Journal of Korea Institute of Information, Electronics, and Communication Technology
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• v.10 no.2
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• pp.125-132
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• 2017

O2O service contribute to sales increment by marketing of offline store using online. In particular, O2O business allowed various services by smart-phone due to rapid increase of mobile device use and various services depend on customer's location. This O2O service play major roll in real purchase making of offline store. In smart-phone apps. development for O2O service, recent an Object-oriented Analysis and Design Method, that is, UML is more useful method than Structured Analysis and Design Method. Therefore in this paper, Software analysis and design method which is smart-pone app. for O2O restaurant service is presented. Also it shows that this analysis/design method is very useful for the Restaurant O2O Commercial System production.

• Journal of Information Technology Services
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• v.20 no.2
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• pp.13-31
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• 2021

Recently, delivery app services based on the O2O platform are increasing rapidly. Accordingly, various studies on O2O service have been conducted. Most of the studies are on consumer behavior in O2O services, and few studies on platform vendors have been conducted. Therefore, this study empirically analyzed the factors affecting the vender's intention to continuous use in the O2O delivery app platform service. Based on prior researches, we set the quality characteristics and network characteristics of the O2O platform as independent variables. The quality characteristics of the O2O platform consisted of system quality, information quality, and service quality, and the O2O platform network characteristics consisted of network externality and platform reputation. Perceived value and switching cost were set as mediated variables, and vender's intention to continuous use was set as dependent variables. For empirical analysis, we conducted a survey targeting vendors of O2O delivery app platform service, and conducted frequency analysis, factor analysis, reliability analysis, and regression analysis. As a result of the analysis, the quality characteristics of the O2O platform, such as system quality, information quality, service quality, and O2O platform network characteristics, showed that network externality and platform reputation had a positive effect on perceived value. The perceived value was found to have a positive effect on the switching cost and the intention to continuous use, and the switching cost was found to mediate the perceived value and the intention to continuous use. This study can contribute to the establishment of platform operation strategy as an empirical analysis on the factors that influence the intention of O2O platform vendors to use the platform continuously.

• Vending industry
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• v.7 no.1 s.19
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• pp.80-81
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• 2007

미래C&B가 최근 다양한 이이템들은 시장에 선보이며 업계에 주목을 받고 있다. 중소기업 기반이 취약해져 신규아이템에 대한 투자의지가 전반적으로 위축되었기 때문일까. 공격적인 제품 마케팅 정책을 펼치는 미래C&B의 최근 행보는 단연 두드러져 보인다. 이런 미래C&B에서 최근 웰빙 관련 자판기를 출시했다. 기존 안마자판기 시장의 대체수요를 겨냥하고 개발한 웰빙 캡슐 $O^2$ZONE이 바로 그 것. 뛰어난 제품 성능으로 무장한 이 자판기가 과연 얼마만큼 시장 반향을 불러일으킬지가 큰 관심사이다. 캡슐 $O^2$ZONE을 중심으로 미래C&B의 최근 사업행보를 살펴봤다.