earticle

영어

This study demonstrate the positive effect of the O2O system in the bakery industry in terms of product quality and consumer satisfaction. It observes how the bakery industry has been evolved since the O2O system introduced. This study aims to suggest new academical agenda regarding the beneficial effect of adopting the system on the business. The menu quality, taste, various choices, and prices are newly introduced as a new statistical variable to examine significant differences between the bakeries were using the O2O system. A questionnaire survey was conducted between July 1, 2019, and September 1, 2019, among the customers who experienced the O2O bakery. The valid data collected from 202 individuals were analyzed by the empirical analysis of the SPSS 18.0 statistical package program. The research results are as follows; First, the qualitative variances of the O2O system which are menu quality, taste, various choices, and prices affect consumer trust. Second, we examined the effects of the O2O bakery component on consumer attitudes and found that both subfactors had a significantly positive (+) effect. Third, 'trust' has been shown to have a significantly positive (+) effect on consumer attitudes so that it indicates that 'trust' in O2O bakery menu quality could affect the positive consumer behavior. Based on the results of this study, we will provide useful data for bakery industry development.