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기술수용모델을 이용한 외식 O2O 서비스 특성이 고객신념에 미치는 영향 연구
The Effect of Food Online-to-Offline (O2O) Service Characteristics on Customer Beliefs using the Technology Acceptance Model 원문보기

Culinary science & hospitality research = 한국조리학회지, v.23 no.7 = no.90, 2017년, pp.97 - 111  

원준연 (상명대학교 서비스경영학과) ,  강형철 (상명대학교 서비스경영학과) ,  김병용 (수원대학교 호텔관광학부)

Abstract ▼ AI-Helper 아이콘AI-Helper

As a single-person household emerges as an important consumer group, an Online-to-Offline or Offlineto-Online(O2O) service market is rapidly growing. This study attempted to verify the effects of convenience and webrooming characteristics of O2O service using the Technology Acceptance Model (TAM). T...

주제어

#Online-to-Offline (O2O) service   #Convenience   #Webrooming   #Technology Acceptance Model (TAM)   #Single-person household  

질의응답

핵심어 질문 논문에서 추출한 답변
O2O 서비스 시장의 소비자들은 어떠한 특징을 가지고 있는가? O2O 서비스가 호텔외식을 포함한 산업 전반에 걸쳐 커다란 변화를 가져옴에 따라 개인의 라이프스타일에도 많은 영향을 미치고 있다(Ryu, 2014). O2O 서비스 이용자의 상당 부분은 새로운 소비시장으로 급부상하고 있는 싱글족, 개인가구, 개인여행객들이며, 이들 소비계층은 자신만의 소비가치를 강하게 추구하는 집단들이다. 최근 외식 기업들이 1인 가구를 위한 제품과 서비스를 앞 다투어 출시하고 있는데, 이는 급증하는 1인 가구(2015년 27.7%)가 단순히 사회 현상을 넘어 경제ㆍ사회 등을 움직이는 거대한 소비집단으로 인식 되고 있음을 의미한다(Hyundai Research Institute, 2013; Monthly Jungang, 2017).
O2O란? 인터넷의 핵심 플랫폼이 PC에서 메신저나 SNS 등 모바일로 이동하면서 오프라인의 쇼핑경험과 온라인의 편리성을 결합한 전자상거래 형태인 O2O(Online to Offline & Offline to Online) 서비스가 주목받고 있다. O2O는 정보통신기술을 적용하여 온라인(예: PC, 웹, 모바일, SNS)과 오프라인(시장, 마트, 백화점 등) 상거래의 장점을 적절히 조화시킨 비즈니스 모델이다. O2O는 서비스나 상품의 검색과 구매의사결정 및 대금 결제는 온라인에서 하고 소비만 오프라인에서 하는 거래 또는 온라인에서 구매하고 오프라인에서 상품을 찾는 서비스 형태이다(Kim, 2014).
O2O 서비스의 영역은 어떻게 확장되어졌는가? 오늘날 위치기반 서비스를 스마트폰을 통해 실시간으로 제공할 수 있게 됨에 따라 O2O 서비스 제공 기업들은 이를 마케팅 전략으로 적극 활용하고 있다. 초기의 O2O 서비스는 음식점(예: 우아한 형제들의 ‘배달의 민족’; RGP 코리아의‘요기요와 배달통’; SK 플래닛 Syrup table service), 숙박업 (예: 야놀자, 호텔365, AirBnB), 택시(예: 카카오택시) 등과 같은 비즈니스가 주를 이루었으나, 최근에는 소매업, 은행, 병원, 백화점, 인테리어 등으로 서비스 영역이 확장되고 있다. O2O 서비스가 각광받고 있는 비즈니스 모델이 됨에 따라 중견ㆍ중소기업, 벤처ㆍ스타트업까지 O2O 서비스를 사업전면에 내세우고 있으며(Chi, Kang, & Han, 2015), 국내 산업구조도 이를 중심으로 재편될 것으로 예상되고 있다(KT Economic Management Research Institute, 2015; Ryu, 2014).
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