A Study on the Effect of Characteristics of O2O on Behavioral Intention and Preference

• 발행기관: 한국유통과학회
• 저자명: Shuo Zhang Jong-Ho Lee
• 간행물 정보: 『한국유통과학회 학술대회 논문집』2013년 동계 국제학술대회, 345~350쪽, 전체 6쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2013.12.11

영문 초록

As the development of group-purchasing, Online to Offline (O2O), a new model of e-commerce, has been gradually recognized and accepted by consumers. O2O is to allow consumers online to buy goods and services which are not online and then get the goods and services offline. As a new business model, O2O promotes the development of e-business of traditional manufacturing enterprise and service firm; enhances the competitiveness of e-commerce platform and extends the traditional e-commerce platform. 2012 was the first year of O2O, because O2O is an innovative business model, O2O had been explored and used in traditional enterprise, the flourish e-commerce business, and people's livelihood related enterprise such as bank, telecommunications, entertainment industries.

목차

Abstract

1. Introduction

2. Literature Review

3. Research Methodology

4. Results

5. Discussions and Policy Implications

6. Conclusions and Research Limitations

References

키워드

O2O Business mode Behavioral intention Preference