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옴니채널 환경에서 소비자의 자기결정 동기와 서비스품질이 옴니채널 서비스 구매의도에 미치는 영향Effects of Consumer Self-Determination Motivation and Service Quality on Purchase Intention of Omni-Channel Service in Omni-Channel Environment

Other Titles
Effects of Consumer Self-Determination Motivation and Service Quality on Purchase Intention of Omni-Channel Service in Omni-Channel Environment
Authors
박준용김지수김보영
Issue Date
Oct-2019
Publisher
한국IT서비스학회
Keywords
Omni-Channel; Self-Determination Theory(SDT); Service Quality(SERVQUAL); Service Purchase Intention
Citation
한국IT서비스학회지, v.18, no.4, pp.23 - 38
Indexed
KCI
Journal Title
한국IT서비스학회지
Volume
18
Number
4
Start Page
23
End Page
38
URI
https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/12412
DOI
10.9716/KITS.2019.18.4.023
ISSN
1975-4256
Abstract
With the development of information and communication technology, logistics distribution systems and services have been improved, new types of services have been provided, and consumption patterns in consumer markets have also changed. In the domestic distribution market, the development of ICT technology, the spread of smart devices, and the growth of the e-commerce market have led to Omni-channel, a service that integrates offline channels and online channels. Omni-channel service aims to provide consumers with consistent and convenient service by integrating offline and online domain into one. Consumers can get integrated service on and offline. In this study, consumers' intention to use Omni-channel was examined by Self Determination Theory and SERVQUAL. The survey was conducted on Omni-channel user and the research model was composed of 2nd order factor model considering the characteristics of Omni-channel which provides integrated service based on the prior literature and PLS-SEM (partial least squares structural equation modeling).
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