O2O서비스의 지속이용의도에 영향을 미치는 요인에 관한 연구 : 영화관 티켓 발권서비스를 중심으로A Study on Factors Affecting Intention to Continuous Use of O2O Service : Focused on Cinema Ticketing Systems
- Other Titles
- A Study on Factors Affecting Intention to Continuous Use of O2O Service : Focused on Cinema Ticketing Systems
- Authors
- 박소은; 이성혜; 지대범; 최정일
- Issue Date
- Dec-2017
- Publisher
- 한국IT서비스학회
- Keywords
- Diffusion of Innovation; New Media Adoption; O2O Service; Perceived Value; Technology- based Self Service
- Citation
- 한국IT서비스학회지, v.16, no.4, pp.197 - 212
- Journal Title
- 한국IT서비스학회지
- Volume
- 16
- Number
- 4
- Start Page
- 197
- End Page
- 212
- URI
- http://scholarworks.bwise.kr/ssu/handle/2018.sw.ssu/7082
- DOI
- 10.9716/KITS.2017.16.4.197
- ISSN
- 1975-4256
- Abstract
- This study aims to investigate factors affecting the intention of continuous use of O2O service by referring new media adoption theory and value-based acceptance model for movie ticketing services. For this study, a questionnaire survey was conducted for users of tickets ticketing service of the cinema online (including mobile) within the last 6 months. A total of 500 copies was collected and 404 copies were analyzed excluding 96 copies because of errors. As a result of the analysis, the ease of use and service ubiquity has a positive effect on perceived functional value and perceived emotional value, and usability has a positive effect on perceived functional value. Compatibility and trialability has a positive effect on both perceived functional value and emotional value. Previous experience has a positive effect on both perceived functional value and perceived emotional value, and inertia has negative effect on perceived functional value. Finally, the perceived emotional value has a positive effect on the intention to continuous use, but perceived functional value appeared to have no significant effect. This study shows a theoretical implication for new technology-based services such O2O. It was suggested to establish a practical marketing strategy and help to activate the O2O service field.
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