가치기반수용모델에 기반한 O2O 커머스 소비자의 구전의도에 관한 연구: 한·중 소비자의 비교를 중심으로 = A Study of O2O-Commerce Consumers` Word-of-Mouth Intentions Based on the Value-based Adoption Model: The Comparison of Korean and Chinese Consumers

다국어 초록 (Multilingual Abstract)

The rapid increase and dissemination of mobile devices, such as smartphones, has facilitated the provision of real-time location-based information to customers via smartphones. Customers` ability to immediately utilize such information increases the probability that the flow of information will lead to an actual purchase. Additionally, global internet companies and ICT startups, notably Google, Amazon, AirBnB and Uber, have pioneered the development of Online-to-Offline commerce (O2O) based on the Internet-of-Things (IoT) and Big Data analysis. But with the recent increase in offline businesses actively embracing the concept of O2O and their commitment toward attracting customers, O2O has become a field of great interest for many businesses, online and offline alike. While online companies are expanding their frontlines to the broader commerce market, offline companies are actively strengthening their online capacity through aggressive investment. Nevertheless, related research has been lacking in both qualitative and quantitative spheres compared to the impressive speed of development of the domestic O2O industry. Empirical studies of domestic O2O commerce are still conducted largely from the perspective of customer satisfaction or customer acceptance, but the current stage calls for more advanced and broader research. Furthermore, there is an increasing need to compare and analyze O2O consumers in different regions. In light of the above, this study identifies the factors that influence the perceived value and the word-of-mouth intentions of consumers of O2O commerce based on the Value-based Acceptance Model, and analyzes the differences between Korean and Chinese consumers regarding their perception of the act of “shopping”. The results of this study will not only serve as a useful reference for researchers undertaking research in related fields but, from a practical perspective, also provide necessary data for the establishment of O2O marketing strategies differentiated by regions.

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