한국조리학회지 (Culinary science and hospitality research)

  • 제23권7호
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  • Pages.97-111
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  • 2017
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  • 2466-0752(pISSN)
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  • 2466-1023(eISSN)
한국조리학회 (Culinary Society of Korean Academy)
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기술수용모델을 이용한 외식 O2O 서비스 특성이 고객신념에 미치는 영향 연구

The Effect of Food Online-to-Offline (O2O) Service Characteristics on Customer Beliefs using the Technology Acceptance Model

  • 원준연 (상명대학교 서비스경영학과) ;
  • 강형철 (상명대학교 서비스경영학과) ;
  • 김병용 (수원대학교 호텔관광학부)
  • 투고 : 2017.08.19
  • 심사 : 2017.10.10
  • 발행 : 2017.10.30
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초록

As a single-person household emerges as an important consumer group, an Online-to-Offline or Offlineto-Online(O2O) service market is rapidly growing. This study attempted to verify the effects of convenience and webrooming characteristics of O2O service using the Technology Acceptance Model (TAM). The purpose of this study was to investigate the effects of the convenience and webrooming of food O2O service on users' perceived ease of use and perceived usefulness, and the effects of perceived ease of use and perceived usefulness on purchase intention of O2O services. Using a convenience sampling technique, an online survey was conducted through Google survey from April 16 to April 30, 2017 and was distributed to 447 O2O service users. A total of 320 questionnaires were included in the final analysis. The results showed that convenience had a significant effect on users' perceived ease of use as well as perceived usefulness. In addition, users' perceived ease of use had a significant impact on users' perceived usefulness. Finally, both perceived ease of use and perceived usefulness positively affected users' purchase intention of O2O services. These findings suggest that differentiated events, promotions, and store information should be provided when launching O2O service because webrooming is a more important factor in enhancing perceived usefulness than the perceived ease of use.

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  1. O2O를 활용한 신선한 농산품 전자상거래의 지속적 사용의도에 관한 연구 vol.10, pp.10, 2019, https://doi.org/10.13106/ijidb.2019.vol10.no10.35
  2. Factors affecting customer intention to use online food delivery services before and during the COVID-19 pandemic vol.48, pp.None, 2021, https://doi.org/10.1016/j.jhtm.2021.08.012