O2O서비스품질 특성과 지각된 유용성, Flow경험 및 고객 가치공동창출과의 관계에 대한 연구

• 영문명: A Study of the relationship between O2O Service Quality Characteristics, Perceived Usefulness, Flow Experience and Customer Value Co-Creation: Applying Technology Acceptance Model
• 발행기관: 관광경영학회
• 저자명: 김태욱
• 간행물 정보: 『관광경영연구』제24권 제2호, 165~191쪽, 전체 27쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2020.03.31

영문 초록

The purpose of this study is to figure out the influence of o2o service quality characteristics on customer value co-creation, and verify the mediating effect of perceived usefulness and flow experience. Specimen are mobile hotel booking application user, aged 18 and above, 59 and below. Survey was started at Oct.03.2019 for 1 month with 350 questionaries, total 310 samples were used for actual analysis. We used IBM SPSS 21.0 program on analysis for demographic quality, used R to perform PLS PM(Partial least squares path modeling) analysis. On H1-2 and H1-3, information quality showed significant effect on perceived usefulness. On H3-2 and H3-3, system quality and service quality showed significant effect on perceived usefulness. On H5-1, perceived usefulness showed significant effect on advocacy. On H6-1 and H6-3, Flow experience showed significant on advocacy and helping. On correlation between perceived usefulness and feedback, old group showed negative effect while young group had positive effect; H5-2 is adopted. On correlation between perceived usefulness and helping, old group showed negative effect while young group had positive effect; H5-3 is adopted. Through this study, few meaningful information to predict customer behavior is found via analyzing patterns of hotel application usage; correlation between o2o service quality characteristics and value co-creation is confirmed, mediating effect and role between perceived usefulness and flow experience is verified.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구모형 및 분석방법

Ⅳ. 실증분석

Ⅴ. 결론 및 시사점

참고문헌

키워드

O2O(Online to Offline) service characteristics Mobile application Perceived Usefulness Flow experience Customer Value co-creation