Earticle

초록

영어

What are the important service quality factors in O2O (Online-to-Offline) commerce? How the O2O service quality factors affect customers’ behaviors through customer perceptions such as perceived risks and perceived trust? Do the different O2O types have a moderation effect in the relationship between perceived risk/trust and customer participation? To answer these questions, the current paper 1) develops a theoretical framework describing the effect of O2O service quality (i.e., tangible and intangible service quality) on customer perception and behavior, 2) verifies the proposed model using a Structural Equation Modeling technique on survey data of consumer purchasing behavior in O2O commerce, and 3) considers the implications of the model.

목차

Abstract
 Introduction
 Literature Review
  O2O (Online-to-Offline)
  Service Quality (SERVQUAL)
  Customer perception and behavior
 Research Model
 References

저자

• Yunji Moon [ Department of Management Information Systems, Catholic University of Pusan ]
• Min Sun Kim [ School of Tourism and Distribution Management, Hyupsung University ]

참고문헌