Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
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Effects of Experiential Value on Continuous Use Intention for On-Demand Services

온디맨드(On-Demand) 서비스의 지속사용의도에 대한 경험가치 효과

  • 이지현 (연세대학교 정보대학원 정보시스템학) ;
  • 정유진 (연세대학교 정보대학원 정보시스템학) ;
  • 이정훈 (연세대학교 정보대학원)
  • Received : 2019.11.04
  • Accepted : 2020.02.11
  • Published : 2020.04.30
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Abstract

On-Demand services have emerged as one of the core business strategies for delivering new experiential values by providing customized services in different user-needs nowadays. Based on the Stimulus-Organism-Response (S-O-R) framework, this paper focuses on the factors of environmental stimulation and emotional states of the demand-side that induce continuous intention of use from the On-Demand services. The study defines 'Informativeness', 'Fulfillment', 'Trust', and 'Convenience' as the properties of the On-Demand services and considers 'Playfulness', 'Customer Return on Investment (CROI)', and 'Service Excellence' as the aspects of the experiential values. The research shows that 'Fulfillment', 'Trust' and 'Convenience' affected the experiential value in 'Kakao Taxi (On-Demand transportation service)' while 'Informativeness', 'Fulfillment', 'Trust of platform', and 'Convenience' are represented as the related factors to the experiential value in 'Baedal Minjok (On-Demand food delivery service)'. The experiential value factors, 'CROI' and 'Service Excellence', are shown directly related to the continuous intention of use in both services. A partial mediation relationship is, furthermore, observed between the aspects of 'CROI' and 'Service Excellence' in Kakao Taxi and its 'Convenience' and 'Continuous intention of use.' In Baedal Minjok, a partial mediation relationship is found between the 'CROI' with its aspects of 'Trust of the platform', 'Convenience', and 'Continuous intention of use' as well. The results of this study may contribute a comprehensive understanding of the purpose of On-Demand services and its needs from the demand-side thus can be helpful for the supply-side.

Keywords

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