http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
- 中文 을 입력하시려면 zhongwen을 입력하시고 space를누르시면됩니다.
- 北京 을 입력하시려면 beijing을 입력하시고 space를 누르시면 됩니다.
RISS 인기검색어
- 검색키워드
- 저자 : 정해영 ( Haeyeong Jeong ) (검색결과 1 건)
- 무료
- 기관 내 무료
- 유료
-
전통시장 O2O 플랫폼 확장을 위한 이용의도에 관한 연구
노희경 ( Heekyung Noh ),정해영 ( Haeyeong Jeong ),박창수 ( Changsoo Park ) 한국유통경영학회(구 한국유통정보학회) 2021 유통경영학회지 Vol.24 No.2
Purpose: In this study, the factors that promote and hinder a seller's intention to use the O2O platform in traditional markets wereare examined. The results may provide a theoretical basis for selecting the factors that should be considered in the expansion of sellers when the government develops various policies related to the O2O platform in traditional markets. In addition, Additionally, this study wouldill provide businesses with the basic materials for the establishment of anthe O2O platform in traditional markets. Research design, data, and methodology: The study was conducted on traditional market merchants in Daejeon;, and 230 surveys were used for the final analysis. In this study, SPSS 24.0 and AMOS 24.0 were used to test the hypotheseis. Results: The results revealed that the social impact and performance expectations in the facilitation factors had a significant impact on the intent of use. However, the hypothesis that the expectation of effort affects the intent of use was rejected. Furthermore, it was found that the risk and traditional barriers in the obstacles factors had an impact on the intent of use. However, the barrier of use did not have an impact. Implications: To improve the intention of using the O2O platform in traditional markets, it is necessary to provide sellers with data that improve their productivity and performance when selling using the O2O platform. Moreover, as the social environment changes, it should provide continuous information so that more people perceive it as necessary. Furthermore, a manual is required to use the O2O platform in a traditional market. When problems such as ordering or shipping occur between sellers and consumers, the platform acts as an intermediary. Finally, it is necessary to provide guidance and training to recognize that the O2O platform can maximize sales by connecting online to offline as well as offline to online.
KCI
KISS연관 검색어 추천
이 검색어로 많이 본 자료
활용도 높은 자료
