http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
모바일 O2O 어플리케이션을 통한 헤어샵 선택이 재방문의도에 미치는 영향
강세일(Seil Kang),김상수(Sang-Soo Kim) 한국인터넷전자상거래학회 2021 인터넷전자상거래연구 Vol.21 No.3
Recently, O2O (Online to Offline) services, which combine online and offline services, have been provided in various industries due to the expansion of Internet and smartphone use. Since its launch in 2016, the hair shop O2O service has continued to grow steadily, attracting more than 6,000 stores and attracting nearly 4.5 million users. However, theoretical and practical prior research on this is very insufficient. Based on the expectation confirmation theory, this study aims to reveal the influence and relationship on the intention of revisiting selected hair shops through mobile O2O applications. To this end, a research model was set up, and 103 response data were used for analysis by distributing questionnaires online to consumers with experience in using the mobile O2O application service. Structural model analysis shows that the perceived usefulness of the APP influences the confirmation of the selected hair shop, and the confirmation of the selected hair shop affects the perceived value and the satisfaction of the selected hair shop. In addition, the perceived value of the hair shop influences the satisfaction and the intention of revisiting the hair shop, and the satisfaction influences the revisit intention. The empirical analysis results of this study provide a foundation for future related follow-up studies and are believed to present development plans to O2O service developers and field practitioners.