Journal of Convergence for Information Technology (융합정보논문지)

Convergence Society for SMB (중소기업융합학회)
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The Impact of Consumer's Psychological Attachment and Enjoyment, Trust on Satisfaction and Attitude toward On-Demand O2O(Online to Offline) Service

온디맨드 O2O(Online to Offline)서비스에 대한 소비자의 심리적 애착과 즐거움 및 신뢰성이 서비스만족도와 태도에 미치는 영향

  • Lee, Yun-Sun (Dpt of Business Administration, Sungkyul University)
  • Received : 2018.10.12
  • Accepted : 2018.12.20
  • Published : 2018.12.31
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Abstract

This study examines the psychological factors of consumers to On-Demand O2O service which is different from the previous study on O2O service. To investigate the relative influence of consumer's psychological attachment of On-Demand O2O service, enjoyment, and trust on consumer's satisfaction and attitude, I conducted qualitative and quantitative surveys to investigate consumers' perception. Through the quantitative survey on 152 participants, the study shows that the consumer's psychological attachment to the service has the greatest influence on the attitude toward On-Demand O2O service and the trust has the highest effect on satisfaction with service. This study is meaningful in that the consumer's psychological factors to the O2O service is examined from the consumer's point of view. This study suggests that the consumer's attachment and trust should be considered primarily to expand the On-Demand O2O service.

본 연구는 O2O서비스에 대한 선행 연구와는 달리 온디맨드 O2O 서비스에 대한 소비자의 심리적 요인에 중점을 두었다. 이를 위해 152명을 대상으로 정량, 정성 조사를 통해 자료를 수집하고 분석하였으며 위계적 회귀분석을 통해 가설을 검증하였다. 정성조사로서 O2O 서비스에 대한 소비자의 지각을 살펴보고, 정량조사를 통해 소비자의 심리적 요인이 서비스의 만족도에 미치는 영향을 살펴보기 위해 서비스에 대한 애착과 즐거움, 신뢰성을 중심으로 살펴보았다. 연구결과, 온디맨드 O2O서비스에 대한 만족도에 가장 큰 영향력을 미치는 심리적 요인은 서비스에 대한 신뢰성이며, 서비스태도에서는 소비자의 심리적 애착이 가장 높은 영향을 미치는 것으로 나타났다. 본 연구는 소비자의 입장에서 온디맨드 O2O 서비스에 대한 소비자의 심리적 요인을 살펴보았다는 점에서 의의가 있으며, 본 연구 결과를 통해 온디맨드 O2O서비스의 확장을 위해서는 소비자의 심리적 애착과 신뢰성을 우선적으로 고려해야 할 것이다.

Keywords

Table 1. Results of KMO and Bartlett test

JKOHBZ_2018_v8n6_399_t0001.png 이미지

Table 2. Results of Factor Analysis

JKOHBZ_2018_v8n6_399_t0002.png 이미지

Table 3. Results of Hierarchical Regression Analysis for Satisfaction with O2O service

JKOHBZ_2018_v8n6_399_t0003.png 이미지

Table 4. Results of Hierarchical Regression Analysis for Attitude toward O2O service

JKOHBZ_2018_v8n6_399_t0004.png 이미지

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