• Journal of Information Technology Applications and Management
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• 제26권2호
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• pp.41-60
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• 2019

O2O(Online-to-Offline) commerce, a kind of multi-channel, is used in various industries such as accommodation, food and beverage, transportation, and real estate. The O2O commerce, a channel of integrating online and offline, overcomes the limitations of traditional online commerce, where a customer made a purchase decision without direct experience. Despite this advantage of O2O, if the online-offline channel is not effectively linked, customer's complaints would occur due to service failure. This study, with regard to O2O service failure circumstances, intends to investigate the effect of customer's perceived justice on their emotional response, recovery satisfaction, followed by intention to repurchase. Perceived justice in this study is composed of distributive justice, interactional justice, and procedural justice. Furthermore, this study explores the moderation effect of O2O industry types in the relationship between perceived justice and emotion. An O2O industry type is classified into accommodation, food and beverage, and transportation. A hypothesized research model was empirically tested using a structural equation model. The current study collected 433 questionnaires and the target respondents are customers who have experienced service failure in O2O commerce. The empirical results showed that O2O commerce more effectively conducts service recovery strategy and causes positive customer response by integrating online and offline channel. One of the ultimate purposes of O2O service providers is to reduce the likelihood of service failures and to recover more quickly and efficiently by linking two channels rather than using a single channel. This study suggested that the O2O channel is effective in influencing customer satisfaction and loyalty by inducing customer's positive emotions in recovering service failure.

• The Journal of Asian Finance, Economics and Business
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• 제7권8호
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• pp.653-660
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• 2020

The paper examines the impact of proctoring environments on student performance in two different exam proctoring environments: online versus offline proctored exams. This study employs a set of aggregated data from 1,762 students over the eight-year period from 2009 to 2016 in a university. Although there were nine courses offered, they could have been counted more than once as students may appear several times to take exams for different courses. This study employs independent samples t-test and regression analysis to compare the means of two independent groups and to test the hypothesis. The results of the independent samples t-test and the regression analysis indicate that there is no difference in the mean scores of exams and, therefore, the findings suggest that the exam proctoring environment is unlikely related to student performance even when students take their exams either in online proctoring or offline proctoring environments. This study concludes that the proctoring environment unlikely results in a statistically significant difference of exam scores and, thus, the exam proctoring environment does not appear to cause any change in student performance. The findings suggest that the exam proctoring environments does not appear to impact on student academic achievements and assessments.

• 문화기술의 융합
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• 제6권1호
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• pp.147-153
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• 2020

본 연구는 4차 산업혁명 시대의 도래에 따라 출현하고 있는 새로운 광고 형식인 온·오프라인 연계 광고의 가치와 유형을 제시하는데 목적이 있다. 본 연구에서 문헌연구를 기반으로 '4P(제품, 가격, 유통, 촉진)'에서 '4C(공동창조, 공동체, 대화, 통화)'로 진화하는 마케팅 방식을 이해하고 4C 요소를 도출하였다. 이를 기반으로 온·오프라인 연계광고 사례들의 조사를 통해 4C의 어떠한 요소가 온·오프라인 연결성을 나타내고 있는지 분석하였다. 분석 결과를 통해 온·오프라인 연계 광고는 최종적으로 4C의 요소가 연결된 방식에 따라 총 4가지의 대 유형과 14가지의 세부 유형으로 분류되었다. 본 논문에서는 최종 결과물로 4차 산업혁명 시대에 따라 출현한 마케팅의 4C 요소가 광고에서 표현되고 있음을 검증하였고 이에 따른 광고의 유형화를 제시하였다. 본 연구는 온·오프라인 연계 광고를 제작하고 연구하는 광고인과 연구자에게 새로운 통찰력을 공급하는데 공헌할 것으로 기대된다.

• Journal of Information Technology Applications and Management
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• 제16권4호
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• pp.185-203
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• 2009

The literature reveals that service quality is critical determinants affecting customer satisfaction in the retail industry. Recent online B2C studies also show that service quality significantly influences online customer satisfaction. However, research on analyzing antecedents to determine the service quality level of online shopping has not been sufficiently reported. Moreover, the offline synergy effect on the Internet shopping mall has been presented mostly at a conceptual level. The purpose of this study is to investigate key managerial variables exploiting offline synergy, including pure online attributes, that impact on service quality of the click and mortar Internet shopping mall. A survey was conducted for empirical validation of the hypotheses. The results indicate that core offline synergy factors significantly enhance the perceived service quality level of the Internet shopping mall. Implications, limitations, and future research directions are also discussed.

• International Journal of Advanced Culture Technology
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• 제11권3호
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• pp.113-121
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• 2023

The purpose of this study is to verify whether there is a difference in boredom between education types (offline vs. online) in the mandatory education scene, and to explore the moderator effect of meaning making activities in the relationship between education types and boredom. In this study, 197 college students were divided into offline and online groups and they participated in mandatory education. The meaning making activity was operationalized based on the meaning discovery scale. As a result of the study, the state boredom after mandatory education was significantly higher in the online group than in the offline group. However, meaning making activities did not moderate the relationship between education type and the state boredom. Through further analysis, it was found that boredom in both groups significantly decreased after the meaning making activity.

• 한국산업정보학회논문지
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• 제22권1호
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• pp.117-126
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• 2017

본 연구는 온 오프라인의 경쟁이 치열한 출판물 유통환경에서 차별화된 서비스 개념으로 운영되고 있는 반디앤루니스 센텀시티점에 대한 사례 연구이다. 반디앤루니스는 국내에 14개의 오프라인 서점과 온라인 서점을 갖고 있는 대형서점 중 하나이다. 본 연구의 목적은 반디앤루니스의 O2O 서비스와 서비스 디자인에 대한 독특한 시례와 관행을 통해서 시사점을 제공하는데 있다. 반디앤루니스의 역사, 서비스 컨셉, 가치, 성과 등을 다양한 매체를 활용해 찾고, O2O서비스와 서비스 디자인에 대한 기존 연구들을 살펴 보았다. 즐거운 고객 경험을 제공하기 위해서는 고객의 관점에서 서비스를 디자인해야 하며, 고객이 오랫동안 머물 수 있도록 고객의 라이프 스타일을 고려한 다양한 서비스를 제공할 수 있어야 한다. 빅데이터, 사물인터넷, 인공지능(AI)의 시대에 온 오프라인의 경계를 허물고 고객 경험을 향상시킬 수 있는 서비스를 제공하기 위해서는 정보 통신기술을 활용한 서비스 디자인 혁신이 필요할 것이다.

• 한국프랜차이즈경영연구
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• 제14권1호
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• pp.1-21
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• 2023

Purpose: During COVID-19, consumers prefer social distancing or contactless activities for safety, and hygienic condition has become one of the most important factors in evaluating restaurants. Therefore, this study aims to investigate whether offline/online word-of-mouth is affected by restaurant quality. Research design, data and methodology: The data were collected from 480 consumers who had experiences of visiting a restaurant in the past 90 days and analyzed with SPSS 28.0 and SmartPLS 4.0 programs. Results: Physical environment and menu had positively significant effects on brand love, while employee service and hygiene had no significance on brand love. Restaurant environment, menu, and hygiene had negatively significant effects on brand hate, but employee service had not significant impact on brand hate. Brand love had positively significant effects on offline and online word-of-mouth, and brand hate had negatively significant effects on offline and online word-of-mouth. Conclusions: First, restaurants need to develop a pleasant space where customers can have emotional experiences. Second, restaurants need to fulfill customers' desire for global food consumption. Third, restaurants should ensure hygiene and safety to prevent customers' brand hate. Lastly, restaurants need to establish offline/online word-of-mouth strategy to identify which restaurant quality attributes influence brand love/hate and offline/online word-of-mouth.

• 한국융합학회논문지
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• 제12권9호
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• pp.99-111
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• 2021

본 연구는 예술교육에서 교육자-학습자 간의 상호작용에 대한 만족도에 따라 행동의도(창작·참여)로 순환될 수 있는지를 확인하고 온라인, 오프라인 차이를 비교하는 것으로 온라인 예술교육 효과를 제고하는 방안을 제시한다. 연구방법으로는 예술교육 및 교육적·사회적 상호작용과 만족도, 행동의도를 문헌분석하고 예술교육을 수강하는 음악, 미술전공생을 대상으로 동일한 과목의 온라인과 오프라인 교육에 대한 설문조사를 2회 실시하였다. 그 결과 온라인 89명, 오프라인 56명의 학생이 참여하였고 예술교육에서의 교육적, 사회적 상호작용에 따른 만족도가 높을수록 행동의도로 연결되는 관계가 증명되었다. 특히, 온라인 예술교육은 교육적 상호작용 수준이 더 높고 사회적 상호작용이 낮게 나타나 오프라인과 유의한 차이가 나타났다. 따라서 온라인 예술교육이 높은 만족도와 창작활동으로 연결되기 위해서는 교육자와의 사회적 관계를 위한 커뮤니케이션 활동을 강화하고 온라인 매체 경험을 다각화하여 참여 적극성을 높인다면, 오프라인 이상의 학습효과를 얻을 수 있다.

• 한국의류학회지
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• 제42권6호
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• pp.909-923
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• 2018

Online retailers' offline channel expansion is rapidly growing as an important consumer incentive strategy, despite the enormous initial costs of establishing a store. This study focuses on the offline channel operation of online shopping malls, and examines the effects and influencing factors of the channel expansion strategy from a consumer perspective. In-depth interviews were conducted with ten customers in their 20s and 30s who had visited online retailers' stores or purchased products. Major issues were extracted based on the framework of a channel effect mechanism proposed by Cao and Li (2015). Subsequently, it was found that existing online retailers could enhance brand image and perception by expanding their channels to offline stores. It was also emphasized that the consumer trust on the quality of the product in offline stores is a key variable, and it has a significant influence on consumer's continuous purchase and revisit intention. This study showed that borderless channel integration was the most important task when expanding channels of online retailers. So it will be necessary to strive for an omni-channel strategy so that channel integration can be strategically executed and consumers can interact regardless of channels.

• 경영과학
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• 제33권2호
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• pp.89-115
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• 2016

Recent trends in online commerce shows that multi-channels including offline and online become prevailing as a standard type of channel. However, literature survey revealed that there exist few studies about how an individual negative emotion such as neuroticism affects trust transfer between channels, and usage continuance intention. To fill the research void like this, this study proposes an research model where trust transfer between offline and online channels is included, and neuroticism is also adopted as a moderating variable between trust transfer, satisfaction, and usage continuance intention. Empirical results with valid 406 questionnaires revealed that neuroticism has a negative influence on online commerce users' perceived usage continuance intention.