Earticle

초록

영어

People used mobile devices more than PCs to get online in 2014, the first time that has ever happened, and nearly two out of three shoppers use at least one device to reach, interact and purchase while shopping (CNN Money 2014). 47% of consumers confirm they use their smart phones to see location-specific messages, search for prices on local stores they want to visit, and want retailers to send coupons to their devices when they are in or near the store (Cisco Blogs 2014). When we use O2O services, what factors affect our choice? Cheap price or useful information? Previous research on O2O acceptance described these factors as quality of service or price or as interesting. This research will combine the characteristics of O2O, build customer repurchase intention model that based on the theory of motivation model. The related factors of the model including the convenience, interaction, perceived usefulness, and perceived enjoyment. The purpose of this study is to identify the factors that influence consumer re-use on O2O servers. For achieving this purpose, we make a prospective research and suggest research model.

목차

Abstract
 I. Introduction
 II. Literature Review
  2.1 O2O Service in China
  2.2 Motivation theory on O2O service
 III. Research Model and Hypotheses
  3.1 Research Model
  3.2 Research Hypotheses
 IV. Research Design
  4.1 Operational Definition and Measurement
  4.2 Sampling Design and Data Collection
 References

저자

• 장문걸 [ Master Student, Cooperative Dept. of Techno-Management, Dongguk University ]
• 문태수 [ Professor, School of Business Administration, Dongguk University ]

참고문헌