O2O서비스의 지속이용의도에 영향을 미치는 요인에 관한 연구 :

• 영문명: A Study on Factors Affecting Intention to Continuous Use of O2O Service : Focused on Cinema Ticketing Systems
• 발행기관: 한국IT서비스학회
• 저자명: 박소은(Soeun Park) 이성혜(Seonghye Lee) 지대범(Deabum Ji) 최정일(Jeongil Choi)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제16권 제4호, 197~212쪽, 전체 16쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2017.12.31

영문 초록

This study aims to investigate factors affecting the intention of continuous use of O2O service by referring new media adoption theory and value-based acceptance model for movie ticketing services. For this study, a questionnaire survey was conducted for users of tickets ticketing service of the cinema online (including mobile) within the last 6 months. A total of 500 copies was collected and 404 copies were analyzed excluding 96 copies because of errors. As a result of the analysis, the ease of use and service ubiquity has a positive effect on perceived functional value and perceived emotional value, and usability has a positive effect on perceived functional value. Compatibility and trialability has a positive effect on both perceived functional value and emotional value. Previous experience has a positive effect on both perceived functional value and perceived emotional value, and inertia has negative effect on perceived functional value. Finally, the perceived emotional value has a positive effect on the intention to continuous use, but perceived functional value appeared to have no significant effect. This study shows a theoretical implication for new technology-based services such O2O. It was suggested to establish a practical marketing strategy and help to activate the O2O service field.

목차

1. 서 론

2. 이론적 배경

3. 연구 설계

4. 실증 분석

5. 결 론

키워드

Diffusion of Innovation New Media Adoption O2O Service Perceived Value Technologybased Self Service