• Journal of Information Technology Services
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• v.16 no.4
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• pp.197-212
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• 2017

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.

• Journal of Internet Computing and Services
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• v.21 no.2
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• pp.57-64
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• 2020

The widespread use of smartphones with a variety of features has enabled mobile Internet-based services. One of these is online-to-offline (O2O) based services that connects online users with offline stores to add value. Applying this O2O strategy to local information retrieval induces online users to be linked to offline regions, thereby enabling the exchange of local-based information and helps create new value. This paper proposes and illustrates the implementation of O2O-based a local information providing service that utilizes photos of the local attraction. Also, we propose a fake-free ranking method to provide reliable local information to users and suggest its application of the service.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.13 no.10
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• pp.4908-4922
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• 2019

The popularization of smartphones in recent years has created a rich ground for online-to-offline (O2O) services based on location information. In the process of finding user locations in O2O services, BLE (Bluetooth Low Energy) beacons are widely used because the beacons are economical in many ways. The current BLE method does not specify the direction of user movement, but adding that information could enrich the user experience for various O2O services. This paper proposes a method that identifies the user movement direction through data analysis on data sets generated by a pair of BLE beacons. Also we demonstrate its implementation with examples of services that need the direction information of users in order to show the feasibility of the method proposed.

• The Journal of Industrial Distribution & Business
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• v.10 no.12
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• pp.43-55
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• 2019

Purpose : With the proliferation of O2O platform services that combine offline and online services, many startups are fiercely competing to lead services in the O2O service market. While the prospects for growth in the O2O service market are optimistic because of the close convenience to life, startups can achieve corporate performance only through close cooperation and partnership with suppliers. The purpose of this study is to verify the effect of O2O-based startups' and suppliers' cooperation in supply chain management on SCM performance through supply chain partnerships and startup satisfaction with suppliers. Research design, data, methodology : Data were collected from O2O service-based startups and hypotheses were verified through frequency analysis, exploratory factor analysis, reliability analysis, confirmatory factor analysis, feasibility analysis, and structural equation path analysis. In addition, the mediating effects of supply chain partnerships and startup satisfaction on suppliers were verified. Results : As a result of this study, IT utilization of the O2O startup cooperation method affects the financial perspective of supply chain partnership and SCM performance. The contract implementation of the cooperation method had an impact on the financial and innovation growth perspectives of the SCM performance, and the communication of the cooperation method had an effect on the supply chain partnership, startup satisfaction in the supply chain, and the innovation growth perspective of the SCM performance. Supply chain partnerships had an impact on the financial, innovation growth, and customer perspectives of SCM performance and startup satisfaction within the supply chain had a significant effect on innovation growth and customer perspectives. Conclusions : The implications of this study identified the factors that can improve SCM performance through the cooperation method of O2O startup, supply chain partnership and startup satisfaction with suppliers, and it is significant that the causal relationship was identified by the structural model through the supply chain cooperation factors derived by characteristics. Based on the empirical results, as the services of O2O startups grow, it is expected that empirical research and practical activation of academia should be considered as important in the cooperation of the supply chain.

• Journal of Korea Society of Digital Industry and Information Management
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• v.18 no.2
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• pp.93-110
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• 2022

The purpose of this study is to explore business investment and operation of O2O (Online-To-Offline) combined service. The study will analyze the necessary factors for growing the business by dividing the O2O service by industry. The Online-to-Offline is a method of inducing purchases of products and services by connecting between online and offline This research methodology organized the four stages of the analysis process. The analysis of all stages was performed with association rules in big data techniques. It is divided into the start-up period, growth period, maturity period, and decline period, and analysis is conducted on the business investment, expenditure cost, business operation, and conflict factors. As the research result, the first analysis has shown commonality with government subsidies, bank loans, and personal funds in all industries. The second analysis showed a lot of expenditure on labor costs of internal employees, marketing/sales, facility facilities, equipment, and equipment purchase costs. The third analysis showed difficulty in raising the investment resources necessary for business operations in all industries. The last analysis showed conflicts in the industry, businesses license, legal systems, and small business owners in all industries. This study contributed to the abundance and diversity of research methodologies in management information systems using association rules. In addition, the description of organizational development theory was updated while explaining the business investment and operation of O2O combined services. In practical implication, the O2O services include environmental factors that cause convergence between industries. Accordingly, this is required for new O2O services through new laws and systems and reorganization of existing laws and regulations.

• Korean Journal of Agricultural Science
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• v.44 no.2
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• pp.211-220
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• 2017

We conducted this study to determine the recommended application rate of fertilizer for Houttuynia cordata Thunb cultivation. The effects of various application levels of N, $P_2O_5$, and $K_2O$ fertilizers on the growth of this plant were investigated and the associated changes in soil properties were evaluated in the field. Soil pH at harvest time of Houttuynia cordata Thunb did not differ from that before fertilization, whereas EC tended to decrease during cultivation. The soil organic matter (SOM) and available phosphorus increased after treatment, and the amount of applied fertilizer ($P_2O_5$) and available phosphorus were proportional. The nitrogen absorption amount increased in N 100% treatment, but decreased in N 150% treatment. The phosphorus absorption amount rose with the fertilizer treatment concentration until $P_2O_5$ 150% treatment. The amount of absorbed potassium decreased in treatments with $K_2O$ 150% and $K_2O$ 200%. The plant length was the longest in N 100%, $P_2O_5$ 150%, and $K_2O$ 200%. The stem diameter was estimated to be 3.46 - 3.67 mm in N 100 - 200% treatment, 3.55 - 3.67 mm in $P_2O_5$ 100 - 150%, and 3.79 mm in $K_2O$ 200%. The number of tillers did not differ amongst fertilization treatments. The fresh weight was summed to be 3.67 ton/10 a in N 100% treatment, 3.79 Mg/10 a in $P_2O_5$ 150%, and 3.83 Mg/10 a in $K_2O$ 150%. Thus, the relationship between the fertilizer amount and yields of the plant showed that the most economical quantity of fertilizers should be 10.2 N kg/10 a, 5.5 $P_2O_5$ kg/10 a, and 8.2 $K_2O$ kg/10 a for Houttuynia Cordata Thunb.

• Journal of Information Technology Services
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• v.14 no.4
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• pp.269-281
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• 2015

The objective of this study is offering new on line business model for automotive market. In order for the research aim, we conduct direct in-depth interviews with CEO, including analysis of business patterns on eight automotive firms in Gwangju city. As a result, we suggest new business model so called, Online to offline (o2o) that combines advantages in both off-line and on-line business. Techniques that o2o automotive companies may employ include in-store pick up of items purchased online, allowing customers. Purchasing the automotive is not only a car but also services including insurance, warrant services. o2o business model suggested shows the operating of the goods and service sale. When it comes to characteristics of automotive conventional sale patterns, utilization of the online-to-offline commerce has not eliminated the advantages that e-commerce companies have. That model can enhance the new values for customers as well as new market creation. Also, this new business model (o2o) can contribute the emerging industry business model installed based in particular, emergence of Iot (Internet of thing) in terms of sharing knowledge and information between enterprise and customers.

• Korean Journal of Soil Science and Fertilizer
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• v.49 no.2
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• pp.132-137
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• 2016

Field monitoring was performed to evaluate the chemical properties of 260 paddy soils every 4 years from 1999 to 2015 in Gyeongnam province. Soil chemical properties, including soil pH, electrical conductivity, amount of organic matter (OM), available phosphate ($P_2O_5$), exchangeable potassium (K), calcium (Ca), magnesium (Mg) and sodium (Na), and available silicate ($SiO_2$) were analyzed. In 2015, the average values of pH, OM, available $P_2O_5$, exchangeable K, Ca, and Mg, and available $SiO_2$ was 5.8, $30g\;kg^{-1}$, $222mg\;kg^{-1}$, $0.37cmol_c\;kg^{-1}$, $6.5cmol_c\;kg^{-1}$, and $1.4cmol_c\;kg^{-1}$, $252mg\;kg^{-1}$, respectively. The frequency distribution within optimum range of paddy soils was 49.2%, 20.8%, 18.5%, and 5.8% for soil pH, OM, available $P_2O_5$, and available $SiO_2$, respectively. The available $P_2O_5$ concentrations in 2015 was excess level with portion of 58% and did not alter significantly during the experimental period. Although the average of available $SiO_2$ concentration has tended to increase with every year, the insufficient proportion of available $SiO_2$ concentration in 2015 was 48%. These results indicated that a balanced management of soil chemical properties can properly control the amount of fertilizer applied for sustainable agriculture in paddy field.

• Journal of Digital Convergence
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• v.18 no.1
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• pp.129-135
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• 2020

This study examined the consumer response of the current O2O service between service types. Previous studies mainly focused on the quality factor of O2O service or Technology Acceptance Model or extended TAM, This study is different from the fact that there are differences in factors that consumers consider important and consumer reactions by service type. It is also significant that we compared between representative food delivery services and car sharing services that are actively used among O2O services. As O2O service is closely related to consumer's life, this study chose three factors that the issue of personal information security and trust of intermediary platform companies, and finally subjective norm based on individuals and groups who are aware of new O2O service. To test hypotheses, data were collected and analyzed for 301 samples, focusing on delivery and car sharing service, As a result, the delivery service among the O2O services was more positive to attitude toward service in the consumer group with lower personal information security, trust in platform, and subjective norm than car sharing service. Based on these results, implications and future research directions were presented.

• The Journal of Society for e-Business Studies
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• v.21 no.3
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• pp.51-78
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• 2016

Online-to-offline (O2O) commerce is the new trend that merges online commerce with traditional industries in various fields. The primary purpose of this paper is to find out which factors influence customers' intention to switch from call-based driver-for-hire services to O2O app-based services. This study used variables and factors based on Theory of Switching Intention, and Extended Unified Theory of Acceptance and Use of Technology in order to design research questions. We surveyed 500 users of call-based driver-for-hire services. According to the result of this study, dissatisfaction with the current call-based driver-for-hire services is estimated to be a significant factor that strengthens customers' intention to switch from the call-based driver-for-hire services to the app-based services. Loyalty to the previous call-based driver-for-hire services was not seen as a crucial motivator that causes customers to switch to the new O2O driver service. Switching cost also did not play a key role in explaining the relationship between dissatisfaction with the current call-based service and the intention to use the new app-based service. Performance expectancy, easiness in use, the level of user's knowledge or available assistance in relation to the use of app-based services, and expectancy for reasonable price was found to have meaningful impacts on customers' intention to switch from the call-based driver-for-hire services to the app-based services. Age, gender and user experience on the new service were found incapable of moderating the relationship between aforementioned factors which influence customers' choice of the app-based driver-for-hire service, and customers' intent to switch to the app-based service.