초록 열기/닫기 버튼
As daily environment changes to mobile environment due to the spread of smart devices, and O2O services that connect online and offline are attracting attention. Smart Orders are one of the O2O services. The system used by the largest number of customers in the coffee shop Smart Order is the Starbucks Siren Order, and many other coffee shops in Korea are also implementing Smart Orders and expanding. Therefore, this study empirically analyzes the factors affecting the intention to use the O2O service by using the Value-Based Acceptance Model for the coffee shop Smart Order with the O2O service user. a survey of consumers using the Smart Order service in the coffee shop within the last three months, and distributed a total of 500 copies and used 493 copies for the analysis of results. SPSS 18.0 ver was used as statistical analysis program and R's Plspm package was used for structural model analysis. As a result of the analysis, the usefulness, convenience, and enjoyment of perceived benefits have a positive effect on perceived value, and the technical characteristics of perceived sacrifice and perceived cost have a negative effect on perceived value. Perceived value has a positive effect on continuous use intention. we conducted a research on the insufficient O2O service in Korea, proposed to establish customized marketing strategies in practice, and tried to help revitalize the O2O service.
