모바일 메신저 기반 O2O 서비스의 재이용의도에 관한 연구|RISS 상세보기

다국어 초록 (Multilingual Abstract)

The proliferation of mobile devices accelerates the expansion of mobile commerce and particularly, O2O(Online to Offline) service that combines online service with offline service has been rapidly increasing. Currently, there is keen competition among the Internet retailers for occupying and dominating the O2O service market. Under the circumstances, this study focuses on the O2O service based on WeChat, which is the China’s most popular mobile messenger app provided by Tecent. Tencent has been known as one of the top three largest Internet retailers in China’s O2O market. Applying the TAM(Davis, 1989) and IS success model(DeLone and McLean, 1992), the study examines key factors determining reuse intention of WeChat-based O2O service. Furthermore, we integrate social influence factors such as image and subjective norm in our model, considering that the O2O service is provided based on WeChat that is, a mobile instant messenger enabling people to be always connected.
To test the proposed hypotheses, we conducted partial least squares(PLS) analysis with a total of 188 data collected on users who have experience in WeChat-based O2O service. The key findings are as follows: First, reuse intention of O2O service depends on usefulness and ease of use. Second, usefulness is increased by understandability(information quality dimension), personalization(system quality dimension), assurance(service quality dimension), and subjective norms(social influence dimension). Third, ease of use is positively associated with instant connectivity and personalization(system quality dimension), reliability and assurance and subjective norm. Finally, ease of use has a positive effect on usefulness.

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