O2O 커머스는 최근 몇 년간 ICT 분야에서 가장 각광받고 있는 비즈니스 모델 중에 하나이다. O2O 커머스(Online to Offline)는 온라인 소비자를 오프라인 매장으로 유인하는 것이다(손증군ㆍ이종호, ... O2O 커머스는 최근 몇 년간 ICT 분야에서 가장 각광받고 있는 비즈니스 모델 중에 하나이다. O2O 커머스(Online to Offline)는 온라인 소비자를 오프라인 매장으로 유인하는 것이다(손증군ㆍ이종호, 2014). 중국의 경우 2010년 온라인 공동구매가 출현한 이래 폭발적으로 증가 추세를 보이고 있으나, 중국 O2O 커머스에 대한 연구를 살펴보면 문헌적 연구가 대부분을 차지하고 있고 실증적인 연구가 부족한 것이 현실이다. 따라서 본 연구는 O2O 커머스 특성과 목표지향적 행동모형에 근거한 소비자 특성이 O2O 이용자들의 신뢰, 욕구, 이용의도에 미치는 영향을 실증적으로 분석하고자 하였다. 선행연구를 통해 구성변수들을 Online 특성(이동성, 안전성); Offline 특성(제공업체명성, 서비스품질), O2O 신뢰, 소비자특성 (태도, 주관적 규범, 지각된 행동통제), 이용에 대한 욕구, 이용의도 등으로 구분하고, 구성변수들간의 관계를 이론적 모형으로 구축하였다. 또한 이들 변수들간의 관계를 연구가설로 설정하고 이를 실증적으로 검증하기 위해 중국 O2O 커머스의 이용자들을 대상으로 설문조사를 실시하였다. 수집된 자료들은 SPSS와 AMOS를 이용하여 분석하였다. 분석결과 총 6개의 가설중의 Online 특성중의 이동성과 Offline 특성중의 서비스품질은 신뢰에 유의한 영향을 나타내지 않았으나 나머지 4개의 가설들은 모두 채택되었다. 이러한 분석 결과를 바탕으로 실무적 시사점을 도출하였다.
After Groupon as the first group buying network setting up in America in 2008, the group buying network has been risen in China from 2010. To avoid the lack of competition due to its monotony buying business model, Chinese group buying networks have b... After Groupon as the first group buying network setting up in America in 2008, the group buying network has been risen in China from 2010. To avoid the lack of competition due to its monotony buying business model, Chinese group buying networks have begun to attempt O2O commerce (Online and Offline) since 2012. Nowadays, O2O network has become main commerce mode in China, which is very popular and welcomed. In addition, according to the research data from China Electronic Commerce Research Center, the market size of Chinese O2O Commerce in 2012 is 98.68 billion RMB. It will be expected to expand to 418.85 billion RMB in 2015. Considering the above circumstances, making comprehensive study on the theoretical background and the reality of growth of O2O commerce is very necessary. This study is written based on three characteristics of O2O commerce (online, offline and customer) and extended goal-directed behavior(EGB) model(trust, desire and intention to use). From June to July in 2015, the questionnaires were sent to Chinese customers using O2O commerce, and 494 questionnaires were gathered in final. Eliminating 61 unqualified questionnaire, the other 433 valid ones are analyzed using SPSS and AMOS, which are statistical analysis packages widely being used in this kind of social science research. Among ten research hypotheses derived from prior research and the research model, eight hypotheses are tenable, while the rest hypotheses are untenable. Online features of mobility and Offline features of service quality. The Online features of mobility bring consumers convenience but also have some latent customer privacy issue. On other hand, because of the untenable hypothesis, there is inconformity between online service and offline service, and customer have distrust on the O2O commerce. In order to achieve continuous online consumption, offline businesses need to improve service to attract consumers. The perceived quality of selling company exert a significant effect upon the customers’ reliability for the brand equity of open market company and selling company, such as the brand awareness of the open market, open market image, brand awareness of selling company, the perceived quality of selling company. Thus, selling company should improve self-brand service and quality in order to improve customers’ reliability. In addition, the consumer characteristics of attitude, subjective norm, and perceived behavioral control are all tenable. These results mean that O2O commerce is a favorite way of consumption by Chinese consumers. ，韩语毕业论文，韩语毕业论文 |
