• 동아시아경상학회지
• /
• 제8권3호
• /
• pp.15-24
• /
• 2020

Purpose - New technologies allow service providers to integrate all the customer information within and between contact channels so that they can offer individualized services. The availability of new mobile devices enables retailers to interact with customers through countless channels (Rigby, 2011). The objective of this research is to examine customers' attitudes toward O2O (on-line to off-line) services and their intention to use based on the Technology Acceptance Model (TAM). Research design, data, and methodology - Utilizing the TAM model, the mediating effect of the users' attitudes toward O2O services on the relationship among perceived ease of use, perceived usefulness, perceived risks and intention to use are to be investigated. Results - The result shows that the perceived ease of use, perceived usefulness, perceived risks have a significant effect on customers' attitudes toward O2O services. It is also revealed that the attitude toward O2O services has a mediating effect among perceived ease of use, perceived usefulness, perceived risks and intention to use. Conclusions - The boundary between on-line and off-line is eroding and various services based on the O2O platform are growing. The results of this study and managerial implications can be applied to O2O platform operators or enterprises planning to sharp on their competitiveness edge through offering variations of service channels.

• 디지털산업정보학회논문지
• /
• 제13권4호
• /
• pp.247-261
• /
• 2017

O2O service that combine online with offline service has been rapidly increasing and O2O service is the new trend that merges online commerce with traditional markets in various fields. The purpose of this study is to investigate influences of University Student's Perceived O2O application characteristics on O2O services satisfaction and continuous use intention. For this purpose, questionnaires including O2O application characteristics scale, customer perceived O2O satisfaction scale and O2O use intention scale were administered to 241 college students in Seoul. Regression analysis revealed that O2O application Characteristics showed influences of O2O service satisfaction. The O2O application charac*teristics showed influences of continuous use of intention of O2O services, O2O services satisfaction showed partial influence continuous use intention of O2O service. The result of this study is expected to provide implication as an initial study O2O service which is spreading with the growth of mobile ICT. Ultimately, the results of this study provide a number of theoretical and practical implications.

• 한국전자거래학회지
• /
• 제21권4호
• /
• pp.137-150
• /
• 2016

우버, 에어비앤비, 카카오택시 등 오프라인과 온라인을 연결하여 새로운 가치를 창출하는 다양한 유형의 O2O(Online to Offline) 서비스가 국내외에서 등장하고 있다. 온라인의 편리함과 오프라인의 현장성을 결합하는 O2O 서비스는 모바일, 사물인터넷, 핀테크, 빅데이터 등 ICT 기술 발전에 힘입어 관련 시장 규모도 급속도로 성장하고 있다. 본 연구에서는 국내 O2O 서비스 사례 및 현황을 살펴보고, 국내 O2O 서비스 및 산업 활성화와 관련된 이슈들을 분석하였다. 구체적으로는 O2O 산업과 관련한 법제도 규제 현황, 기존 오프라인 사업자와의 이해관계 충돌 문제, O2O 서비스 지원 기술 인프라 현황, O2O 서비스 부작용 또는 역기능 등의 쟁점을 정리하였다. 이러한 현황 및 이슈 분석에 기초하여, 최종적으로 O2O 산업 활성화 및 발전을 위한 종합적인 정책 방향을 제시하였다. 본 연구에서 제안한 이러한 정책방향이 정부 정책에 반영되어 미국, 중국 등 O2O 산업 선도국가와의 격차를 해소하고, 국내 O2O 산업의 경쟁력 강화에 기여하기를 기대된다.

• 한국IT서비스학회지
• /
• 제15권4호
• /
• pp.125-151
• /
• 2016

In recent years, O2O (Online to Offline) services get a lot of attention to improve the trust in online shopping and minimize the inconvenience and the cost burden in offline shopping as the number of consumers, who do not show concern about the purchase platform like online or offline, increases. Even though the services have been getting the spotlight as a strong business platform for next generation commerce, there have been only a few studies on the O2O services. The purpose of this research is to investigate the factors which affect the consumer's intention to use location-based O2O services. The study is based on VAM (Value-based Adoption Model) which is able to analyze those factors from the aspects of benefit and sacrifice. We used the partial least squares (PLS) method for empirical analysis, and the result shows that contextual offers, instant connectivity, webrooming and economic efficiency, which fall under the benefit, affect perceived value positively while annoyance and face consciousness, which fall under the sacrifice, do not affect perceived value significantly. In addition, contextual offers and instant connectivity affect trust positively. Location accuracy, which falls under the benefit of location-based O2O service, do not significantly affect perceived value and trust while security risk affects trust and use intention negatively. It appears that trust affects perceived value and use intention positively.

• 유통과학연구
• /
• 제21권2호
• /
• pp.7-20
• /
• 2023

Purpose: With the unique feature of O2O, consumers are now able to check the profile of the services and products online and then consume them in offline venues or vice versa. This study provides motivation and practical implications about online-to-offline (O2O) distribution channels and investigates the relationship between economic values, service consistency and brand identity attractiveness in the O2O distribution channel. Then identify the impact of brand identity attractiveness on the performance (reputation and reuse intention). Research design, data, and methodology: Structural equation modeling (SEM) has been used to investigate the relationship between economic value and brand identity attractiveness, which affects the reputation and reuse intention of services in O2O. Results: Empirical results show the positive and significant impact of economic value and service consistency on brand identity attractiveness which results the positive and significant impact on performance (reputation and reuse intention) in O2O. Conclusion: In the O2O distribution channel, economic value is an important aspect for the attractive image and brand identity. On the other side, brand identity attractiveness is important for the bright future of O2O services, continuous growth, achieving the distinct goal, keeping good promises with customers, and a better reputation of O2O services in distribution channels.

• 벤처혁신연구
• /
• 제1권1호
• /
• pp.15-27
• /
• 2018

온라인과 오프라인의 결합을 의미하는 O2O가 등장하면서 핀테크에 대한 관심이 점차 높아지고 있다. 우리나라의 민간소비 규모는 약 700조원에 달하는데 이중 온라인 거래규모는 약 60조원에 불과하다. 여전히 640조원은 오프라인 매장에서 거래가 이루어지고 있는 것이다. 최근 핀테크 산업이 주목받는 이유는 바로 스마트폰 등 모바일 트래픽이 큰 폭으로 증가함과 동시에 모바일 채널을 통한 금융 거래 역시 빠른 속도로 늘어나는 등 관련 산업이 발전할 수 있는 기반이 형성되고 있기 때문이다. 이러한 핀테크 산업 중에 특히 결제시스템의 도입은 소비자로 하여금 편의성을 주게 되었다. 공과금이나 택시비와 같은 일상생활에서도 모바일 결제가 일반화되어 있다. 온디맨드 채널 서비스로 이동하고 있는 현재의 상거래에서 다양한 산업 분야에서의 O2O서비스의 활용은 사업자나 소비자 모두에게 매출상승과 상거래의 편리함을 동시에 줄 수 있는 방안이다. 스마트폰이 생활화가 되어있는 개인의 환경은 시간의 절약과 편리함을 위하여 좀 더 편리한 서비스를 찾을 수밖에 없기 때문에 핀테크의 결제를 통한 상품이나 서비스의 주문은 더욱더 증가가 될 수밖에 없다. 다양한 O2O서비스의 등장은 핀테크 산업의 발전에 영향을 줄 수 있으며, 또한 핀테크의 규제완화를 통한 편리하고 안정적인 핀테크 서비스의 등장은 O2O서비스의 활성화에도 영향을 줄 것으로 예상한다. O2O서비스는 핀테크와 상호작용하는 서비스라는 점을 인지하여 두 산업의 상호보완적인 관계로 발전을 함으로서 경제 활성화에 기여하는 바가 크다고 할 수 있다. 연구자의 입장에서 이러한 핀테크의 발전을 통하여 금융결제산업의 새로운 패러다임을 이끌어 갈 수 있는 방안 및 O2O서비스의 다양한 산업분야에서의 등장으로 현재의 오프라인 상거래의 온라인화를 통한 시장 확대 방안에 대한 추가적인 연구를 이어가고자 한다.

• 유통과학연구
• /
• 제15권12호
• /
• pp.73-84
• /
• 2017

Purpose - Over recent years, O2O and shared economy have been an eye-catching topic. Many researches on O2O and shared economy have been published gradually. The emerging enterprise of chauffeured car services developed rapidly in the past two years. Therefore, it is necessary to explore the influencing factors of use intention of the chauffeured car services users. Through active use of O2O and shared economy, put up with operation strategy in line with their use intention. Research design, data, and methodology - After collecting 324 respondents in China with questionnaires, this study begin the empirical research with users of Chauffeured Car Services, and analyzes data with IBM SPSS 24.0 and IBM AMOS 24.0. Results - Personal Propensity to Trust significantly affects the Initial Trust of chauffeured car services users. Firm Reputation significantly affects the Initial Trust and use intention of chauffeured car services users. Initial Trust significantly affects the use intention of chauffeured car services users. Performance Expectancy and Effort Expectancy significantly affect chauffeured car services users' use intention. Social Influence also significantly affects the use intention of chauffeured car services users. Conclusions - First, Initial Trust significantly affects the use intention of chauffeured car services users. Thus, the enterprise should make efforts to improve users' initial trust in order to attract their attention. For this reason, chauffeured car services enterprises should conduct questionnaires to deeply explore what needs can improve users' initial trust. Second, performance expectancy and effort expectancy significantly affect chauffeured car services users' use intention. When users enjoy chauffeured car services, they attach great importance to the convenience, simplicity and efficiency, which reflects that chauffeured car services' desire for greater development in the O2O and shared economy market. Therefore, they need to grasp users' needs (convenience, simplicity and efficiency) and carefully improve the quality of chauffeured car services. Finally, social influence also significantly affects the use intention of chauffeured car services users. It means friend recommendation or mass media influences users' intention. So, it is more important to increase differentiated benefits, advertising and publicity of chauffeured car services.

• 한국IT서비스학회지
• /
• 제20권2호
• /
• pp.13-31
• /
• 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.

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

• 한국콘텐츠학회논문지
• /
• 제22권9호
• /
• pp.126-146
• /
• 2022

IT기술의 발전에 따라 소비자의 쇼핑 유형이 다양해지면서 온라인과 오프라인의 경계를 없앤 O2O서비스가 증가하고 있다. O2O서비스의 발달과 함께 온라인의 지속적인 성장과 반대로 한계에 부딪힌 오프라인 유통업체에 새로운 변화를 일으키고 있다. 이러한 변화를 기반으로 본 연구는 선행연구들을 통해 검증된 기술수용모델(Technology Acceptance Model)에 근거하여 O2O서비스의 사용자가 지각하는 서비스품질이 소비자의 O2O서비스 사용의도에 미치는 영향을 확인하고자 한다. 연구 결과 외부변수인 지각된 품질은 기술수용모델의 주요 변수인 지각된 유용성, 지각된 용이성에 영향을 미치고, 또한 지각된 유용성과 용이성은 태도와 행동의도에 유의미한 영향을 미치는 것으로 확인되었다. 특히 사용자의 지각된 용이성이 높을수록 지각된 유용성이 높아지고 태도에 긍정적인 영향을 미치는 것으로 나타났다. 본 연구 결과는 사용자의 O2O서비스 활용도를 높이기 위해서는 인지할 수 있는 서비스의 품질을 부각시키고 동시에 편리성과 유용성에 대한 관리가 필요하다. 이는 O2O서비스를 고도화하고자 시도하는 기업에 의미 있는 방향성을 제공할 것으로 기대된다.