Earticle

Recently, O2O services are showing rapid growth, but continuous online and offline quality improvement and competitiveness are required. The purpose of this study was to verify the effect of online platform and offline brand quality of accommodation O2O on satisfaction, attachment, and relationship continuity and sharing intention. A survey was conducted on accommodation o2o service users, and 353 samples were used for research analysis, excluding inappropriate data. The hypothesis of this research model was verified through structural equation model analysis. The analyzed research results are summarized as follows. First, all sub-variables of online platform quality had a significant effect on online platform satisfaction, and all sub-variables of offline brand quality had a significant effect on offline brand satisfaction. Second, online platform satisfaction had a significant effect on offline brand satisfaction. Third, online platform and offline brand satisfaction had a significant effect on O2O service attachment. Fourth, service attachment had a significant effect on relationship continuity and sharing intention. In the conclusion of this study, marketing implications for improving online and offline quality and maintaining sustainable customer relationships in the accommodation O2O industry were presented.

플랫폼의 직⋅간접적인 운영 형태를 통한 소비자 측면 재화 및 서비스 공급의 사례로 본 논문은 O2O 숙박플랫폼의 가맹사업에 대해 다룬다. O2O 숙박플랫폼의 가맹사업 동기로 소비자 측면 이용자들의 만족도 및 이용도 증대를 통한 플랫폼 사업의 지속성이 존재한다. O2O 숙박플랫폼에 가입되어 있는 중소형 숙박업소(모텔) 표본을 사용한 실증분석 결과 가맹모텔은 소비자 만족도 측면에서 비가맹모텔에비해 성과가 미흡하지 않으며, 이용도 측면에서는 비가맹모텔에 비해 성과가 높은것으로 분석되었다. O2O 숙박플랫폼에 가입되어 있는 비가맹모텔 표본을 사용한분석에서는 주변에 경쟁하는 O2O 숙박플랫폼 가맹점이 많을수록 소비자측면 이용자 만족도 및 이용도가 높은 것으로 나타났다. 이상의 분석결과는 O2O 숙박플랫폼의 가맹사업이 플랫폼의 지속성에 긍정적인 영향을 줄 수 있음을 시사한다.

This paper examines the franchise business of accommodation O2O platform as an example of the supply of consumer side goods and services through the direct or indirect operation of the platform. The motivation of accommodation O2O platform’s franchise business is to increase consumer satisfaction and volume of transaction in the platform. The empirical analysis using a sample of small and medium-sized accommodation (motels) enrolled in the accommodation O2O platform shows that the consumer satisfaction of the franchise motels is not inferior to the motels not franchise, and the volume of transaction of the franchise motels is higher than the motels not franchise. This paper also finds that the motels in competition with the franchise motels have higher performance than the others. The analysis results imply that the franchise business of accommodation O2O platform can have a positive effect on the platform’s sustainability.

This study aims to investigate the impact on the scarcity of the accommodation products based on O2O(online to offline) service environments. The study also confirmed perceived values and uniqueness by scarcity. The study used SEM(Structural Equation Modeling) to examine how scarcity influences perceived values and uniqueness. Authors also confirmed the relationship between impulsive purchase and these factors. The results of the study show that scarcity factors influenced the perceived values and the uniqueness of accommodation products and both factors influence impulsive purchase behaviors. Through the results of the study, Authors suggest that the scarcity strategy on O2O environments with the individual’s information process and stimulation of impulsive purchase.

The purpose of this study is to verify the relationship of critical variables for the influence of the selection factors of online to offline(O2O) base social deal service on the service satisfaction by customers who use the hotel services. The total 234 data was collected from the adults who had an experience of using the deal service at hotel in Seoul city. By using SPSS statistics package, exploratory factor analysis has been implemented to verify the validity of frequency analysis, multiple response analysis and measuring tools. A multiple regression analysis has been implemented for the correlation analysis and the hypothesis verification. The result of this study shows that convenience, functionality and economic values were the critical factors for service satisfaction. It suggests that the hotel enterprises should put a necessary effort to provide customers with values that they feel, the exact information and various functions, so that they can use the service comfortably and easily.