O2O 서비스의 사용의도에 영향을 미치는 요인에 관한 연구 = A Study on the Factors Affecting the Intention to Use O2O Services

다국어 초록 (Multilingual Abstract)

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.

목차 (Table of Contents)

• 1. 서 론
• 2. 이론적 배경
• 3. 연구모형 및 가설설정
• 4. 연구방법 및 실증분석
• 5. 결 론
• References

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