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Impact of O2O Service on Continuous Usage Intention in China
장문걸,강성배,문태수 한국경영학회 2020 한국경영학회 통합학술발표논문집 Vol.2020 No.8
As Online and Offline service appears at the world, O2O services have become common interest in most people’s lives. For China, this Internet-based and mobile device-based service has created tens of billions RMB in market size of China. Although China’s O2O service market is huge and has great potential, when consumers use O2O services, they still tend to use several different O2O service providers at the same time because of insufficient motivation. This research is based on motivation theory to study consumers’ repurchase intention. Compared with previous studies, this study has the following differences. First of all, this study is an empirical study of Chinese consumers’ intention to reuse O2O services. Second, this study uses webrooming and entertainment as the characteristic variables of O2O services. Finally, the path coefficient of the model through path analysis is estimated. According to the hypothesis test, this study found that: 1) Perceived usefulness and perceived enjoyment have a positive effect on repurchase intentions; 2) Webrooming has an effect on perceived enjoyment and perceived usefulness; 3) Webrooming, Interaction, Social Influence and Entertainment as the characteristic variables of O2O services have a positive impact on consumer motivation, based on utilitarian and hedonic motivation.