Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
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A Study on the Factors Affecting the Intention to Use O2O Services

O2O 서비스의 사용의도에 영향을 미치는 요인에 관한 연구

  • 정유진 (연세대학교 원주캠퍼스 정경대학 경영학부) ;
  • 송용욱 (연세대학교 원주캠퍼스 정경대학 경영학부)
  • Received : 2016.10.25
  • Accepted : 2016.12.19
  • Published : 2016.12.31
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Abstract

In recent years, O2O (Online to Offline) services get a lot of attention to improve the trust in online shopping and minimize the inconvenience and the cost burden in offline shopping as the number of consumers, who do not show concern about the purchase platform like online or offline, increases. Even though the services have been getting the spotlight as a strong business platform for next generation commerce, there have been only a few studies on the O2O services. The purpose of this research is to investigate the factors which affect the consumer's intention to use location-based O2O services. The study is based on VAM (Value-based Adoption Model) which is able to analyze those factors from the aspects of benefit and sacrifice. We used the partial least squares (PLS) method for empirical analysis, and the result shows that contextual offers, instant connectivity, webrooming and economic efficiency, which fall under the benefit, affect perceived value positively while annoyance and face consciousness, which fall under the sacrifice, do not affect perceived value significantly. In addition, contextual offers and instant connectivity affect trust positively. Location accuracy, which falls under the benefit of location-based O2O service, do not significantly affect perceived value and trust while security risk affects trust and use intention negatively. It appears that trust affects perceived value and use intention positively.

Keywords

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