원문정보
초록
영어
Online-to-offline (O2O) commerce is emerging as a global issue as the number of consumers going to and fro from online to offline in search of optimal shopping conditions based on price and convenience rises rapidly. O2O commerce effectively connects online and offline services, thus providing services to consumers with greater convenience. Compared to such remarkable advancement, however, there is a noticeable shortage of research in this field. A review of preceding studies shows that a large part of the research that has been conducted is from the perspective of acceptance or proliferation, which are initial stages in the research of a field. On the contrary, research on the discontinuance intention of consumers already using O2O commerce are highly rare and calls for further research. This study examines consumers’ negative perception of O2O commerce and how this affects discontinuance intention of a service. The data utilized in the research was collected through a survey. It reached a conclusion by conducting an empirical analysis using structural equation methodology and proposed theoretical and practical suggestions.
목차
1. Introduction
2. Theoretical Background
2.1. Negative Perception of O2O Commerce
2.2. Perceived Risk
2.3. User Resistance
2.4. Discontinuance Intention
3. Research Design
3.1. Research Model Design
3.2. Model Hypotheses
4. Data Analysis and Results
4.1. Data Collection and Demographic Characteristics
4.2. Confirmatory Factor Analysis
4.3. Discriminant Validity Analysis
4.4. Fitness of Research Model
4.5. Hypotheses Testing
5. Conclusion
5.1. Discussion of Findings
5.2. Limitations and Future Research
References