Earticle

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.

Purpose ? The purpose of this study is to contribute to the development of research literature by verifying the factors that affect the intention to use O2O apps, which are innovative technologies, and by presenting managerial implications. Design/Methodology/Approach ? The technology acceptance model and the planned action theory were integrated into the theoretical background of this research model with various product choices and convenience as external variables. Data were collected through Google online surveys, and model validity and reliability were analyzed using SPSS and AMOS statistical programs. Findings ? By integrating the TAM and TPB modelswe found that the strongest predictor of intention to use was perceived behavioral control. The role of external variables was confirmed. Research Implications ? It was confirmed that both convenience and product diversity are related to determining the usefulness of O2O apps. Since perceived behavioral control is the variable that best predicts intention to use, administrators should define services that can maximize individual purchasing abilities.

모바일 기술의 급속한 발전은 O2O라는 새로운 유통 환경을 조성하였고, 특히 코로나 19로 인하여 더욱 대중화되고 있다. 한국 시장뿐만 아니라 가까운 중국 시장에서도 크게 O2O 앱의 사용이 증가하고 있다. 본 연구의 목적은 이러한 상황에서 소비자가 O2O 앱을 계속해서 사용하는 요인이 무엇인지 이해하고 해당 기업에 마케팅적인 시사점을 제시하고자 한다. 이러한 연구의 목적을 달성하기 위해 새로운 기술이나 시스템의 연구에 널리 적용되는 확장된 통합 기술수용 및 사용이론 모델을 이론적 배경으로 적용하고, 사회문화적 배경이 다른 한국과 중국 소비자가 인식하는 O2O 앱의 지속사용 의도에 관한 차이를 연구하고자 하였다. 연구방법으로 선행연구의 내용을 참고하여 연구모형을 작성하고, 실증적인 연구를 위해 설문지를 작성하고 한중 소비자를 표본집단으로 선정하여 동시에 설문조사를 진행하였다. 수집된 자료를 근거로 SPSS와 AMOS 프로그램을 이용하여 구조방정식 모형을 설정하여 통계분석을 진행하고 결과를 정리하고 이론적인 시사점과 경영 실무적인 시사점을 제시하였다. 본 연구의 주요결과는 한중 소비자는 성과 기대가 지속 의도에 미치는 영향에서는 큰 차이를 나타내었으며, 사회적 영향과 쾌락적 동기가 지속 의도에 미치는 영향의 차이는 크지 않았다. 노력 기대와 촉진 조건이 중국 소비자의 지속 의도에 유의한 영향을 미치지만, 한국 소비자에는 영향을 미치지 않았다. 습관성은 한국 소비자의 지속 의도에 크게 유의한 영향을 미치지만, 중국 소비자의 지속 의도에 영향을 미치지 않았다. 가격 가치는 한중 소비자 모두에게 유의한 영향을 미치지 않는 것으로 나타났다.

The rapid development of mobile technology has created a new distribution environment called O2O, which is becoming more popular especially due to COVID-19. The use of O2O apps is increasing significantly not only in the Korean market but also in the nearby Chinese market. The purpose of this study is to understand the factors that lead consumers to continue using O2O apps in this situation and to suggest marketing implications for the relevant companies. To achieve the purpose of this study, the expanded unified technology acceptance and use theory, which is widely applied in the study of new technologies or systems, is applied as a theoretical background, and the continuous usage of O2O apps as perceived by Korean and Chinese consumers with different sociocultural backgrounds is applied as a theoretical background. We sought to study differences in continuous intention to use. As a research method, a research model was created by referring to the contents of previous studies, and for empirical research, a questionnaire was created, Korean and Chinese consumers were selected as the sample group, and a survey was simultaneously conducted. Based on the collected data, we set up a structural equation model using SPSS and AMOS programs, conducted statistical analysis, organized the results, and presented theoretical and practical management implications. The main result of this study was that Korean and Chinese consumers showed significant differences in the impact of performance expectancy on continuance intention, and the differences in the impact of social influence and hedonic motivation on continuance intention were not significant. Effort expectancy and facilitating conditions had a significant effect on Chinese consumers' continuance intention, but had no effect on Korean consumers. Habit had a significant effect on Korean consumers' continuance intention, but had no effect on Chinese consumers' continuance intention. Price value was found to have no significant effect on both Korean and Chinese consumers.

본 연구에서는 O2O 외식 배달 앱의 서비스 품질이 고객만족도와 행동의도에 미치는 영향력을 검증하고, 이러한 인과관계에서 고객의 미각추구형과 편의추구형 식생활 라이프스타일에 따른 조절적 역할을 검증하였다. O2O 외식 배달 앱을 한번 이상 사용해본 총 293부의 표본으로부터 자료를 수집하였으며, 이를 바탕으로 AMOS를 활용하여 총 4개의 가설을 검증하였다. 분석 결과는 다음과 같다. 첫째, 외식 배달 앱의 온라인 서비스 품질 중에서 유용성과 정보성은 고객만족도에 정(+)의 영향을 주는 것으로 나타났으며, 둘째, 외식 배달 앱의 오프라인 서비스 품질 중에서 음식 품질은 고객만족도에 정(+)의 영향을 주는 것으로 조사되었다. 셋째, 외식 배달 앱의 고객만족도는 행동의도에 정(+)의 영향을 주었으며, 넷째, 외식 배달 앱의 서비스 품질이 고객만족도에 미치는 영향력은 미각추구형과 편의추구형 식생활 라이프 집단 사이에서 유의미한 차이가 발견되지 않았다. 따라서 외식 배달 앱을 이용한 고객의 만족도와 이를 통한 행동의도를 증가시키기 위해서는 유용성과 정보성, 음식 품질 측면의 서비스 품질을 증가시키기 위한 전략적인 방안이 모색되어야 할 것으로 판단된다.

The purpose of this study is to examine the O2O delivery apps’ service quality on customer satisfaction and behavioral intention and to measure the moderating effects of customers’ food-related lifestyle on the relationship between the app’s service quality and customer satisfaction. The sample for the survey was collected from 293 customers. The validity of the measurement items was identified through confirmatory factor analysis, CCR, and AVE. The hypotheses were identified through structural equation modeling (SEM) and multi-group analysis (MGA). The proposed model provided an adequate fit to the data: χ2=1834.361(df=553), χ2/df=3.317, IFI=.840, CFI=.839, and RMSEA=.089. The SEM results showed that usefulness and information among online service quality had a significant positive effect on customer satisfaction. Also, food quality as an offline service quality element had a significant positive effect on customer satisfaction, and customer satisfaction had a significant positive effect on behavioral intention.

본 연구는 COVID-19로 인하여 비대면 소비문화가 확산됨에 따라 경쟁이 치열해지고 있는 외식 O2O 서비스 분야에서 경쟁력 확보를 위해 이용자의 공동가치창출의도를 향상시키는 요인을 도출하는데 목적이 있다. 이를 위해 DeLone & McLean(2003)의 정보시스템 성공모델을 토대로 배달앱의 온라인 품질요인과 오프라인 품질요인을 영향요인으로 설정하여 연구를 진행하였다. 실증을 위한 자료는 2021년 03월 01일부터 03월 14일까지 2주 동안 최근 3개월 이내에 국내 배달앱을 통해 실제 음식을 주문한 경험이 있는 이용자를 대상으로 온라인 설문조사를 진행하여 수집하였다. 수집된 자료를 활용하여 통계적 검정을 수행하였으며, 분석 결과를 요약하면 다음과 같다. 첫째, 시스템품질, 서비스품질, 배달품질은 지각된 가치에 긍정적인 영향을 미쳤지만, 정보품질은 유의미한 영향을 미치지 않았다. 둘째, 이용자 만족에는 시스템품질, 서비스품질, 정보품질, 배달품질 요인 모두 긍정적인 영향을 미쳤다. 마지막으로 지각된 가치와 만족은 공동가치창출의도에 긍정적인 영향을 미치는 것으로 나타났다. 이러한 결과는 고객 중심의 경쟁력 확보를 위한 전략 수립을 위한 기초 자료로 활용될 것으로 기대할 수 있다.

The purpose of this study is to derive factors that enhance the user's intention to value co-creation in order to secure competitiveness in the restaurant O2O service field, which is intensifying competition as the non-face-to-face consumption culture spreads due to COVID-19. To this end, based on the IS Success Model of DeLone & McLean(2003), the online quality factor and the offline quality factor of the food delivery app were set as influencing factors and research was conducted. Data for the demonstration were collected by conducting an online survey for users who have actually ordered food through a domestic delivery app within the last three months for two weeks from March 01, 2021 to March 14, 2021. Hypotheses were verified using the collected data. The statistical analysis results are as follows. First, system quality, service quality, and delivery quality had a positive effect on perceived value, but information quality did not. Second, system quality, service quality, information quality, and delivery quality had a positive effect on user satisfaction. Finally, it was found that perceived value and satisfaction had a positive effect on the intention to create shared value. These results can be expected to be used as basic data for establishing strategies for securing customer-oriented competitiveness.

Purpose - With the increase of non-face-to-face activities due to the spread of COVID-19, O2O industry has grown rapidly which reduces contact points between suppliers and consumers. O2O platform is now recognized as an indispensable channel of distribution, but the voice is getting louder that it is necessary to check how it contributes to the performance of suppliers or how its fee system or contract terms affects the expansion of O2O industry as the leading companies tend to monopolize the market. Design/methodology/approach - In this study, the scope was limited to the restaurant industry in which transactions are the most active among the O2O industry and a regression analysis was done on 775 businesses that had used guarantor service from the Seoul Credit Guarantee Foundation. Findings - Analysis on the impact of O2O platform system, information, and service quality on the business performance of the sole proprietors revealed that the system quality represented by ease of use and the information quality determined by level of timely, accurate and reliable information provided to the consumers have a statistically significant effect on the improvement of business performance. In addition, the effect of business performance on the loyalty measured by the likelihood of users continuing to use the service as well as recommending it to others was moderated by the satisfaction with contract terms, not by the fee system. Research implications or Originality - Although the number of O2O platform providers has increased manyfold, the membership rate is no more than 20%, which means that the small business owners are still struggling with digital transformation. In order for the O2O industry, which is now commonplace, to form a healthy ecosystem that satisfies both suppliers and consumers, the standard contract guidelines that are acceptable to both parties must be established and the O2O providers must offer services that help suppliers to improve performance.