earticle

영어

O2O (Online-to-Offline) is a business model allowing online sector consumers to purchase products/services from offline outlets. This study took a technology acceptance approach to O2O service and its users. It was proposed that social influence and perceived risk will affect intent to use, which will ultimately reach to actual usage. Statistical test revealed that these factors have a significant influence on intent to use. As predicted, there was a significant impact of social influence on O2O acceptance. Also found was that social influence on O2O acceptance being fairly large, suggesting the importance of emphasizing social advantage of services instead of focusing on functional part. For perceived risk, psychological and overall risk showed statistically significant relationship with O2O acceptance. Interestingly, perceived risk for performance was in the opposite direction – this was explained as risk taking behavior for new technology in the contemporary smart de-vice market.