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An Explorative Study of Consumer Response on O2O Service Types: Focusing on Delivery and Car sharing service
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O2O(Online to Offline)서비스 사업 형태에 따른 소비자 반응에 관한 탐색적 연구: 배달 서비스와 카셰어링 서비스 중심으로

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Type
Academic journal
Author
Journal
The Korea Society of Digital Policy & Management 디지털융복합연구 디지털융복합연구 제18권 제1호 KCI Accredited Journals
Published
2020.1
Pages
129 - 135 (7page)

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An Explorative Study of Consumer Response on O2O Service Types: Focusing on Delivery and Car sharing service
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This study examined the consumer response of the current O2O service between service types. Previous studies mainly focused on the quality factor of O2O service or Technology Acceptance Model or extended TAM, This study is different from the fact that there are differences in factors that consumers consider important and consumer reactions by service type. It is also significant that we compared between representative food delivery services and car sharing services that are actively used among O2O services. As O2O service is closely related to consumer's life, this study chose three factors that the issue of personal information security and trust of intermediary platform companies, and finally subjective norm based on individuals and groups who are aware of new O2O service. To test hypotheses, data were collected and analyzed for 301 samples, focusing on delivery and car sharing service, As a result, the delivery service among the O2O services was more positive to attitude toward service in the consumer group with lower personal information security, trust in platform, and subjective norm than car sharing service. Based on these results, implications and future research directions were presented
#O2O Service #Privacy #Trust of Intermediary Platform #Subjective Norm #Attitude toward Service

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References (23)

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KISA(Korea Internet & Security Agency) / 2016 / Top 10 Internet Issues in 2017 / KISA Library google schola CEOScoreDaily / O2O service, the 'nucleus'of the fourth industrial revolution ... 500 companies invested the most 'pre' google schola KISTI MarketReport. / 2016 / New Paradigm of O2O (Online to Offline) service :20 google schola E. M. Lee. / 2019 / Food Delivery O2O Service Trend, 31(1) :18~24 google schola Donga report google schola

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