O2O 배달 앱 플랫폼 서비스에서 공급 업체의 지속이용의도에 영향을 미치는 요인에 관한 연구

• 영문명: A Study on Factors Affecting Vender’s Continuous Use Intention in O2O Delivery App Platform Service
• 발행기관: 한국IT서비스학회
• 저자명: 이재광(Jae Kwang Lee) 최영우(Youngwoo Choi) 임은주(Eunju Lim) 김유민(Yoomin Kim) 안새롬(Saerom Ahan) 김민정(Minjeong Kim)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제20권 제2호, 13~31쪽, 전체 19쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2021.04.30

영문 초록

Recently, delivery app services based on the O2O platform are increasing rapidly. Accordingly, various studies on O2O service have been conducted. Most of the studies are on consumer behavior in O2O services, and few studies on platform vendors have been conducted. Therefore, this study empirically analyzed the factors affecting the vender s intention to continuous use in the O2O delivery app platform service. Based on prior researches, we set the quality characteristics and network characteristics of the O2O platform as independent variables. The quality characteristics of the O2O platform consisted of system quality, information quality, and service quality, and the O2O platform network characteristics consisted of network externality and platform reputation. Perceived value and switching cost were set as mediated variables, and vender s intention to continuous use was set as dependent variables. For empirical analysis, we conducted a survey targeting vendors of O2O delivery app platform service, and conducted frequency analysis, factor analysis, reliability analysis, and regression analysis. As a result of the analysis, the quality characteristics of the O2O platform, such as system quality, information quality, service quality, and O2O platform network characteristics, showed that network externality and platform reputation had a positive effect on perceived value. The perceived value was found to have a positive effect on the switching cost and the intention to continuous use, and the switching cost was found to mediate the perceived value and the intention to continuous use. This study can contribute to the establishment of platform operation strategy as an empirical analysis on the factors that influence the intention of O2O platform vendors to use the platform continuously.

목차

1. 서 론

2. 이론적 배경

3. 연구모형 및 가설설정

4. 연구방법 및 실증분석

5. 결 론

참고문헌

키워드

O2O Platform Perceived Value Switching Cost Continuous Use Intention