• 한국IT서비스학회지
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• 제20권2호
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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.

• 유통과학연구
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• 제20권10호
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• pp.105-117
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• 2022

Purpose: The digital healthcare business is rapidly growing due to the COVID-19 pandemic, and the medical service platform business based on smartphone apps is globally expanding. This study targeted medical information online to offline (O2O) platform users in the medical service field. It verified the effect relationship revealed in the continuous use intention of the platform with the mediation of platform quality components, namely perceived benefits, flow experience, and use satisfaction. Research design, data and methodology: Based on previous studies, three medical information O2O platform quality components, namely system quality, information quality, and service quality, were defined. And the questionnaire survey was carried out targeting 359 leading medical information O2O platform users in Korea. Results: As a result of the analysis, it was confirmed that system quality and service quality had a positive (+) effect on satisfaction and continuous use intention with the mediation of perceived benefits and flow experience. Meanwhile, information quality had a negative effect (-) on perceived benefits and flow experience and did not affect use satisfaction and continuous use intention. Conclusions: Consequently, it was ascertained that the system quality and service quality affecting user behavior and experience were more significant factors than information quality to medical information O2O platform users from the medical service aspect.

• 디지털산업정보학회논문지
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• 제20권2호
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• pp.159-174
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• 2024

Recently, as demand for delivery services has increased rapidly due to COVID-19, the food service O2O(Online to Offline) platform has also grown significantly. This study aimed to verify the influencing factors on continuance use intention of O2O platform using the Information Service Success Model and Post Acceptance Model. An online survey was conducted on 379 consumers who used the food service O2O platform in the past six months, and the collected survey was analyzed using SPSS 26.0 and AMOS 24.0. As a result of the verification, in the influence relationship between the Information Service Success Model and Post Acceptance Model, system quality was found to have an effect on perceived usefulness, but information quality and service quality were rejected for perceived usefulness and were partially adopted, The rest were all found to have a significant effect. In the moderating effect according to the amount used, the intention to continue using was stronger when the group who spent more than 30,000 won was satisfied. These results support previous research on O2O platforms and provide academic implications as well as practical implications for practitioners in the food service industry.

• 한국융합학회논문지
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• 제9권9호
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• pp.159-165
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• 2018

이 연구에서는 성장하고 있는 O2O 기반 식품 배달 플랫폼 서비스의 발전 방안을 모색하였다. 식품 배달 플랫폼은 IT와 신기술 적용을 더 해 기존에 없던 수익구조를 새롭게 창출하고 있으며, 모바일 환경에 익숙한 젊은 세대가 주 소비자로 떠오르고 있다. 연구방법으로는 국내외 배달 플랫폼 사례 조사를 통해서 발전 방안을 제시하였다. 식품 배달 플랫폼 시장은 IT, 물류, 제조, 유통 등의 인수합병을 통한 사업 확장 등 적극적인 발전을 보이며, 앞으로는 수수료 제로, 할인 이벤트를 통한 가입자 유치 등 활발한 마케팅으로 주 소비자들의 지속적인 이용을 끌어내야 한다. 이 연구를 기반으로 향후 식품 배달 플랫폼 외에 다양한 채널의 배달 플랫폼과 더불어 이용 고객의 총체적 경험 가치를 위한 후속 연구가 필요하다.

• 품질경영학회지
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• 제52권1호
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• pp.23-42
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• 2024

Purpose: This study aims to investigate the impact of two types of information quality, which are platform-oriented information quality and customer-oriented information quality, on customers' decision-making processes in the Online to offline (O2O) platform environment. Grounded in the product brokering efficiency model, which encompasses screening cost, evaluation cost, and decision quality, a model framework was developed. Furthermore, this study explores how these decision-making processes affect customer loyalty. Methods: Given that food delivery apps are the most widely used O2O service in Korea, this study targeted users of these apps for data analysis. We conducted hypothesis testing through a purposive sampling methodology focusing on food delivery app users. A Partial Least Squares Structural Equation Modeling analysis was conducted to analyze the data. The data collection occurred via an online survey from October to December 2021, with a total of 212 respondents participating. Results: The results of this study revealed the significant role of information quality in helping customers' decision processes while using food delivery apps. Specifically, it was found that platform-oriented information positively influences decision quality, while customer-oriented information significantly affects both the reduction of evaluation cost and the enhancement of decision quality. Additionally, the study indicated that lower evaluation costs and higher decision quality lead to increased platform loyalty. However, a reduction in screening cost did not have a significant impact on platform loyalty. Conclusion: While previous studies have overlooked the existence of two sides, service provider and user, in a platform, this research holds significance in its analysis of how information quality impacts loyalty by utilizing the two kinds of information quality. Practitioners can enhance customer loyalty to the platform by enriching customer-oriented information, thereby reducing customers' evaluation costs and encouraging more loyal usage of the platform.

• 한국정보통신학회논문지
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• 제25권11호
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• pp.1457-1462
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• 2021

코로나 팬데믹 이후 비대면 주문 결제가 뉴 노멀로 자리잡고 있다. BLE 비콘은 블루투스 페어링 없이 70m이내의 범위에서 저전력 무선 통신을 지원하는 기술로, 실내측위에 특화되어 있다. 따라서 B2C(Business to Consumeri), B2B(Business to Business)서비스를 넘어 O2O(Online to Offline)서비스를 구축하고 제공하는데에 적합하다. 그러나 비콘은 장거리 무선 통신을 지원하는 wifi에 비해 구축된 플랫폼이 적어서 이용률이 낮은 편이다. 이에 본 논문에서는 BLE 비콘을 활용한 O2O 서비스 플랫폼을 설계 및 제안함으로써 이전보다 편리한 비대면 관련 서비스 제공을 목적으로 한다. 비콘을 스캐닝할 때, 단순히 비콘이 가진 광고 데이터를 수신하는 것만이 아니라 사용자 단말기와 비콘간 실제거리가 정확히 산출되도록 한다. 해당 O2O 서비스 플랫폼은 정확한 위치 파악을 통해 쿠폰이나 할인혜택 같은 상점정보, 박물관 전시물 정보, 교통정보 등을 적시적소에 사용자에게 제공할 수 있게 될 것이다. 비콘 거리 측정실험은 비콘 측위의 특징인 실내 공간을 가정하고 수행되었다.

• International Journal of Advanced Culture Technology
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• 제7권4호
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• pp.86-95
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• 2019

This study verified the research hypothesis by establishing a research model to achieve the purpose of empirical analysis on the relationship between O2O platform quality and personal behavioral value and relationship quality. The main results of this study are as follows. First, information quality (hypothesis 1-1), system quality (hypothesis 1-2), service quality (hypothesis 1-3), perceived product quality (hypothesis 1-4), perceived price (Hypothesis 1-5) was statistically significant, indicating a positive effect on individual behavioral value. Second, as a result of empirical analysis of the relationship between O2O platform quality and relationship quality, hypothesis 2, information quality (hypothesis 2-1), perceived product quality (hypothesis 2-4), and perceived price (hypothesis 2-5) While there was a positive effect on quality, system quality (hypothesis 2-2) and service quality (hypothesis 2-3) were not statistically significant. Third, as a result of verifying the relationship between the relationship quality and personal behavior characteristics of hypothesis 3, as the quality of personal behavior improved as the quality of relationship improved, it was required to continuously improve and strengthen the relationship quality.

• Journal of Information Technology Applications and Management
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• 제22권4호
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• pp.95-103
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• 2015

In this paper, we designed a platform-based $ERP^+$ system, which integrates ERP system and SCM system. With platform-based technology we can connect online and offline platforms, enterprise management systems, and government systems. In our research, first we examined the problems of the existing ERP systems, and second we discussed all basic tasks of our $ERP^+$ system. We also designed several modules for this platform-based system and system network. Our results showed that a platform-based $ERP^+$ system can effectively manage the information and the human/material resources, by using O2O (online to offline) technic. Even different systems can be integrated effectively. It can reduce the costs of enterprise management activities, enhance the enterprise competitiveness.

• 산경연구논집
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• 제12권6호
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• pp.57-74
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• 2021

Purpose: Before COVID-19 pandemic, Chinese mid/low-priced hotel industry has been steadily growing in recent years, and internal and external competition has been intensifying. Under these circumstances, this study started with a strategic objective to increase the quality of service, thus enabling customer satisfaction and revisit intention. For enhancing the competitiveness of Chinese mid/low-priced hotel business, we plan to establish a model using SERVQUAL, O2O platform, and identify their relationship through empirical analyses. Research design, data and methodology: Through the consideration of the existing literature, this study intended to identify the characteristics of service quality in Chinese mid/low-priced hotels and to consider their impact on customer satisfaction and revisit intention. We also wanted to examine the moderating effect of the O2O platform between the characteristics of service quality and customer satisfaction. A survey was carried out on customers using mid/low-priced hotels in China and empirical analyses were conducted using regression analyses. Results: First, in the hypothesis of service qualities' effects on customer satisfaction were identified with significant positive effects. Second, in the hypothesis of service qualities' effects on revisit intention, "tangibles, reliability, and empathy" have shown significant positive. Third, in the verification of the moderating effect of the O2O platform, there were "positive partial moderating effects" between service qualities and customer satisfaction. Finally, the effect of customer satisfaction on revisit intention was positive significant. Conclusions: In order to satisfy their customers, improvements in service quality should be made first. In addition, customer satisfaction had a positive impact on revisit intention. In order to revitalize Chinese mid/low-priced hotels, differentiation strategy is also needed for specialized customers such as college students, and basically, efforts should be made to optimize the O2O platform. O2O platforms should establish optimal platform construction strategies based on the customer's perspective. After all, in the case of Chinese mid/low-priced hotels, it is necessary to strengthen the construction of the latest hardware infrastructure and O2O platform of software infrastructure, and to improve customers' advanced online and offline experiences. Finally, regarding the hypothesis that was rejected among service qualities' characteristics, we tried to discuss the reason and find the implications of these.

• 한국중재학회지:중재연구
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• 제30권4호
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• pp.121-138
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• 2020

The O2O services in the healthcare sector have only been in full swing for about three years, and unlike existing O2O consumer goods, the scale and scope of the dispute are more complicated due to restrictions on medical treatment. In this study, O2O service platform operators and medical institutions' roles and responsibilities were redefined as a countermeasure for resolving disputes in healthcare O2O services and the laws for changing the transaction environment. A change in institutional mechanisms was proposed. This study looked at the types of consumer disputes related to healthcare O2O services as insufficient information problems, problems in the course of medical service implementation, problems with immunity provisions for platform operators, cancellations, and non-compliance with refunds. All the information generated during transactions in the healthcare sector was extensive in scale and included the most sensitive information among personal information, stressing the importance of ensuring security. The area that started in the O2O range before the medical institution visit also proposed a plan to establish a system for the delivery of proven information as a pre-medical person. The scale and growth will grow faster, given that consumers can experience the information they want anytime, anywhere they want. However, the platform broker's role, a link player, will become more important because consumers who use the service will have their first meeting with non-face-to-face product providers. On the other hand, service providers may have side effects of misleading consumers by providing false information or misleading consumers through exaggerated advertisements. The O2O service market is expected to expand beyond distribution and dining out to the entire industry. However, since it is challenging to check accurate statistics on the detailed market, various disputes and consumer protection measures will be required for each detailed market, and comprehensive leading solutions will be essential in the future.