Earticle

초록

영어

This study is about the attitudes and intentions of consumers considering the usage of O2O application (app) under the COVID-19 situation. By integrating TAM and TPB as a theoretical background, we selected VPC (various product choice) and PII (product information intensity) as new functional external variables that have a positive effect on new system called O2O commerce. We also applied the transaction cost theory to investigate the obstacle of O2O business. We conducted a survey of consumers in large cities in the Korean market. As a result of this study, it was found that the more O2O app users recognized the influence of SN (subject norms), the more useful O2O app was, the more it led to a change in attitude and usage intention was positively significant. In addition, as the O2O app was easy to use and useful, and the SN was recognized, the user’s attitude was positive. On the other hand, it was also found that the transaction cost that consumers have to pay had a negative effect on usage intention. Additionally, VPC and PII have been shown to positively influence on usefulness of O2O apps.

목차

ABSTRACT
Ⅰ. Introduction
Ⅱ. Theoretical Background and Hypotheses Setting
2.1. O2O Application
2.2. Technology Acceptance Model
2.3. Theory of Planned Behavior
2.4. Transaction Cost Theory
Ⅲ. Methodology
3.1. Data Collection
3.2. Data analysis
3.3. Hypothesis Test
Ⅳ. Conclusion
4.1. Discussion of Findings
4.2. Implications
4.3. Limitations and Suggestions for Future Study

Appendix

저자

• Won In Lee [ Professor, Department of Management Administaration, Tech University of Korea, Korea ] Corresponding Author

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