• Journal of Digital Convergence
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• v.13 no.6
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• pp.105-111
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• 2015

In this highly competitive century, selling products and service through Internet and smart phones offers both opportunities and challenges. Online commerce is expanding it's wings to the offline market. The connection between online market and offline market is called O2O(Offline to Online) market. In this study we examine the best practice case study of an Internet company's successful efforts to connect users and offline merchants. Based on Dianping.com success story in China, a successful framework for building online to offline ecosystem is examined. Dianping.com successful experience may provide suggestions for other online companies operate in the convergent field.

• Journal of Information Technology Services
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• v.18 no.4
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• pp.23-38
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• 2019

With the development of information and communication technology, logistics distribution systems and services have been improved, new types of services have been provided, and consumption patterns in consumer markets have also changed. In the domestic distribution market, the development of ICT technology, the spread of smart devices, and the growth of the e-commerce market have led to Omni-channel, a service that integrates offline channels and online channels. Omni-channel service aims to provide consumers with consistent and convenient service by integrating offline and online domain into one. Consumers can get integrated service on and offline. In this study, consumers' intention to use Omni-channel was examined by Self Determination Theory and SERVQUAL. The survey was conducted on Omni-channel user and the research model was composed of 2^nd order factor model considering the characteristics of Omni-channel which provides integrated service based on the prior literature and PLS-SEM (partial least squares structural equation modeling).

• Journal of Fashion Business
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• v.26 no.5
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• pp.49-61
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• 2022

Advancements in technology and the proliferation of digital services have highlighted the importance of luxury brands in service environments. Based on the social exchange theory, this study investigated the interaction between customers and luxury brands in a traditional offline service encounter and a digital online service encounter. The interaction area was classified into three parts: human-human, human-digital, and human-physical environments. We qualitatively investigated the practitioners' working experiences with luxury brands. The study determined that both online and offline service encounter interactions between luxury brands and customers have become diverse. First, forming a special relationship with customers and frontline employees in traditional service encounters is important. Second, luxury brands should focus on the interaction among customers. Third, various digital tools should be considered to provide information about the brand to customers. Fourth, the exclusive benefits of offline service encounters should be maximized to stimulate positive experiences. The findings provide valuable insight to scholars and marketers on the new interaction phase between customers and luxury brands in the digital age.

• Journal of Information Technology Applications and Management
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• v.28 no.1
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• pp.111-121
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• 2021

The growth of online malls encourages the existing offline stores to manage their online stores or reinforce the purchasing service through related mobile applications (apps). This may seem to be the omni-channel strategy for connecting the existing customers to online shopping. This study, research on offline stores' acceptance of and satisfaction with smart phone apps, attempted to arrange some factors allowing consumers to be satisfied with such apps, and examine whether the satisfaction with the apps lead to that with the stores based on the EMTAM (Extended Mobile Technology Acceptance Model). In particular, the existing stores trying to enhance the omni-channel put on emphasis on the synergy between online and offline stores, rather than replace offline store with online ones. The results of an analysis showed that the factors influencing the satisfaction with apps included mobile usefulness (MU), mobile ease of use (MEOU) and mobile enjoyment (MEJ), and that the satisfaction with them had an effect on that with stores. On the basis of the findings, this study summarizes theoretical and practical suggestions.

• Proceedings of the Korea Information Processing Society Conference
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• 2018.05a
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• pp.198-201
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• 2018

사이버 공간과 물리적 공간의 서비스를 접목하는 O2O(Online to Offline) 비즈니스 모델은 산업과 일상 생활에서 다양한 서비스들을 제공하고 있다. 이러한 세계적인 트랜드인 O2O 서비스의 국내 외 동향을 살펴보고 4가지 유형별로 서비스의 특성을 살펴보고 분류하였다. 또한, 일반적인 세계 시장과는 흐름과 다소 다른 양상을 띠고 있는 국내 O2O 서비스 시장에서 활성화 되고 있는 신 비즈니스 모델인 O4O(Online for Outline)를 소개하며, O4O 서비스의 기술적인 전략인 디지털 트윈(Digital Twin)의 접목을 제안한다.

• The Journal of Information Systems
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• v.29 no.3
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• pp.215-236
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• 2020

Purpose/Design The purpose of this study is summarized as follows. First, we want to derive the quality dimension of the delivery app services based on the experience of the users of the delivery app. Second, we would like to identify the continuous intention to use, taking into account the integrated nature of online and offline quality. Third, the online and offline quality factors of the delivery app services shall be checked in an exploratory manner to see how they affect perceived value, satisfaction, and continuous intention to use. In order to demonstrate the purpose of this study, a self-report survey was conducted in which respondents directly responded. A questionnaire of 295 people was identified as a valid sample and used for the final analysis. Findings The summary of the hypothesis test results is as follows. First, the system quality among the online characteristics does not have a significant impact on both perceived values and user satisfaction. Second, the hypothesis that information quality affects satisfaction and perceived value was adopted. Third, the service quality was shown to be a significant factor affecting perceived value and satisfaction. Fourth, the delivery quality among offline characteristics was found to have no significant effect on perceived value and satisfaction. Fifth, the hypothesis test of commodity quality showed that both perceived value and satisfaction had a significant impact. Sixth, satisfaction in the delivery app service showed a positive effect on the continuous intention to use.

• 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.

• Journal of Information Technology Services
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• v.15 no.4
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• pp.125-151
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• 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.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2004.10a
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• pp.116-136
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• 2004

The objective of this study is to analyze the relationship between offline trust and use of online service focusing on Internet banking. For this purpose, we suggest an extended version of Technology Acceptance Model (TAM) that would explain use or acceptance of infer]nation technology especially in Internet based service areas. In order to connect offline trust with Internet banking use, TAM is extended by adding two variables - technical competence for security services that is one facet of trust on the bank's security technology and security risk that would influence use, perceived usefulness and perceived ease of use. Empirically our model is well proved with low significance level.

• Journal of Digital Convergence
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• v.19 no.9
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• pp.299-305
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• 2021

This study is a case study for revitalizing services of integrated online and offline stores in the non-face-to-face era. The retail apocalypse crisis has deepened due to COVID-19, and to overcome this, the physital strategy of providing online experiences to offline stores is attracting attention. However, the response of domestic retailers is at an early stage, and strategic research is needed to improve consumer access and revitalize offline stores. Three strategies were identified through theoretical considerations according to technological development, and four strategies were summarized by investigating and analyzing domestic and foreign precedents. By categorizing the derived strategies, three core strategies were presented in conclusion. This study is a study based on literature and case studies, and is expected to be helpful in establishing strategic basic data for revitalizing online and offline integrated stores in the future.