Earticle

초록

영어

Online-to-offline (O2O) commerce is emerging as a global issue as the number of consumers going to and fro from online to offline in search of optimal shopping conditions based on price and convenience rises rapidly. O2O commerce effectively connects online and offline services, thus providing services to consumers with greater convenience. Compared to such remarkable advancement, however, there is a noticeable shortage of research in this field. A review of preceding studies shows that a large part of the research that has been conducted is from the perspective of acceptance or proliferation, which are initial stages in the research of a field. On the contrary, research on the discontinuance intention of consumers already using O2O commerce are highly rare and calls for further research. This study examines consumers’ negative perception of O2O commerce and how this affects discontinuance intention of a service. The data utilized in the research was collected through a survey. It reached a conclusion by conducting an empirical analysis using structural equation methodology and proposed theoretical and practical suggestions.

목차

Abstract
 1. Introduction
 2. Theoretical Background
  2.1. Negative Perception of O2O Commerce
  2.2. Perceived Risk
  2.3. User Resistance
  2.4. Discontinuance Intention
 3. Research Design
  3.1. Research Model Design
  3.2. Model Hypotheses
 4. Data Analysis and Results
  4.1. Data Collection and Demographic Characteristics
  4.2. Confirmatory Factor Analysis
  4.3. Discriminant Validity Analysis
  4.4. Fitness of Research Model
  4.5. Hypotheses Testing
 5. Conclusion
  5.1. Discussion of Findings
  5.2. Limitations and Future Research
 References

키워드

저자

• Yong-shou Chi [ Department of Business Administration, Graduate School of Soongsil University, 369 Sangdo-Ro, Dongjak-Gu, Seoul, Korea ]
• Moon-young Kang [ Department of Business Administration, Graduate School of Soongsil University, 369 Sangdo-Ro, Dongjak-Gu, Seoul, Korea ]
• Kyeong-seok Han [ School of Business Administration, Soongsil University, 369 Sangdo-Ro, Dongjak-Gu, Seoul, Korea ]
• Jeong-il Choi [ School of Business Administration, Soongsil University, 369 Sangdo-Ro, Dongjak-Gu, Seoul, Korea ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  International Journal of u- and e- Service, Science and Technology

• 간기

  격월간

• pISSN

  2005-4246

• 수록기간

  2008~2016

• 십진분류

  KDC 505 DDC 605