earticle

영어

What are the important service quality factors in O2O (Online-to-Offline) commerce? How the O2O service quality factors affect customers’ behaviors through customer perceptions such as perceived risks and perceived trust? Do the different O2O types have a moderation effect in the relationship between perceived risk/trust and customer participation? To answer these questions, the current paper 1) develops a theoretical framework describing the effect of O2O service quality (i.e., tangible and intangible service quality) on customer perception and behavior, 2) verifies the proposed model using a Structural Equation Modeling technique on survey data of consumer purchasing behavior in O2O commerce, and 3) considers the implications of the model.