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NTIS 바로가기한국전자거래학회지 = The Journal of Society for e-Business Studies, v.21 no.3, 2016년, pp.51 - 78
김대원 (Kakao Corporation) , 정혜승 (Kakao Corporation)
Online-to-offline (O2O) commerce is the new trend that merges online commerce with traditional industries in various fields. The primary purpose of this paper is to find out which factors influence customers' intention to switch from call-based driver-for-hire services to O2O app-based services. Thi...
핵심어 | 질문 | 논문에서 추출한 답변 |
---|---|---|
O2O란? | O2O는 기업과 기업 간의 거래 혹은 기업과 개인 소비자와의 거래를 뜻하는 B2B(Business to Business)나 B2C(Business to Customer)의 단어 형태에 착안되어 만들어진 단어이다[32]. O2O는 온라인상의 고객을 오프라인 상점의 상품 혹은 서비스와 연결시키는 체계로 설명될 수 있다. 온라인 수요 중심으로 전개되는 특성 때문에 O2O는 온디맨드 이코노미(On-demand Economy)로 불리기도 한다. | |
O2O 플랫폼의 역할은 무엇인가? | 이 과정에서 O2O 플랫폼은 수요와 공급의매개자로서 양측의 품질을 관리하여, 신속하고 정확한 거래 활동을 활성화 하게 하는 역할을 맡는다. 특히, O2O 플랫폼에게는 매개적 기능이외 소비자에게 제공하는 품질 관리 활동이 요구된다. | |
UTAUT2의 독립변인은 무엇인가? | UTAUT2[36]는 연구 대상에 대한 소비 의도 (switching intention)란 종속 변인과 그에 영향을 주는 7개의 독립 변인, 그리고 3개의 조절변인으로 이뤄져 있다. 7개의 독립 변인은 성과에 대한 기대(performance expectancy), 사용 편의(effort expectancy), 사회적 영향(social influence), 편의 환경(facilitating conditions), 가격 가치(price value), 유희적 동기(hedonic motivation), 그리고 연구 대상에 대한 사용 습관(habit)이다. 이 중, 유희적 동기는 대리운전 사용으로 소비자가 얻고자 하는 기대 편익과는 괴리되어 있다는 판단에서, 사용 습관은 O2O 방식의 대리운전이 신규 출시된 서비스로서 보편적 사용 경험이 사회적으로 확보되지 않은 상태임을 감안해서 본 연구에서는 배제했다. |
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