O2O 커머스에 대한 소비자들의 이용 중단 의도에 관한 실증적 연구

Abstract

Along with the fast development of telecommunications, it drives people to access the Internet more immediately and easily at anytime and from anywhere. Due to the impact, e-commerce industry has seen various innovations and rapid growth. Recently, a brand new type of e-commerce called O2O(Online to Offline) which combines great customer experience and excellent price competitiveness from offline and online commerce has become the mainstream. Nevertheless, O2O global industry is still in its infancy. In terms of domestic O2O industry, aside from mobile application based food delivery services, very few performers show the corresponding achievements. Therefore, this study investigated the negative consumer perception of O2O commerce and identified the causal relationship among user resistance and discontinuance intentions. In addition, conclusions were drawn from the empirical analysis using structural equation modeling methodology and the survey. Ultimately, the results of this study provide a number of theoretical and practical implications.