Earticle

초록

영어

O2O (Online-to-Offline) is a business model allowing online sector consumers to purchase products/services from offline outlets. This study took a technology acceptance approach to O2O service and its users. It was proposed that social influence and perceived risk will affect intent to use, which will ultimately reach to actual usage. Statistical test revealed that these factors have a significant influence on intent to use. As predicted, there was a significant impact of social influence on O2O acceptance. Also found was that social influence on O2O acceptance being fairly large, suggesting the importance of emphasizing social advantage of services instead of focusing on functional part. For perceived risk, psychological and overall risk showed statistically significant relationship with O2O acceptance. Interestingly, perceived risk for performance was in the opposite direction – this was explained as risk taking behavior for new technology in the contemporary smart de-vice market.

목차

Abstract
 1. 서론
 2. 이론적 배경 및 연구모형
  2.1 O2O의 개념 및 현황
  2.2 기술 수용
  2.3 인지된 위험성
  2.4 사회적 영향
  2.5 연구 모형
 3. 연구 방법론
 4. 분석 및 결과
  4.1 측정도구 신뢰성 분석
  4.2 구조방정식 모형분석
 5. 토론
 6. 제한점 및 향후 과제
 참고문헌

저자

• 이석훈 [ KAIST College of Business ]
• 박병호 [ KAIST College of Business ] Corresponding Author
• 박신영 [ KAIST College of Business ]

참고문헌