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Recently, various O2O (Online to Offline) services have been emerging and diffusing in many kind of industries. The Internet of things including beacon and artificial intelligence enables firms to offer convenient and smart O2O services. Kakao taxi is a typical example of the O2O service. The purpose of this study is to identify the determinants of intention to use O2O services. A new research model to test four hypotheses regarding the relationships between economic benefits, social influence, and intention to use O2O service was suggested. A total of 173 valid data were collected from users of Kakao taxi. The result of multiple regression analysis shows that significant antecedents of the intention to use Kakao taxi is perceived economic benefits including perceived convenience and social influence. The present study suggests some implications for academicians and practitioners.
