원문정보
A Study of the relationship between O2O Service Quality Characteristics, Perceived Usefulness, Flow Experience and Customer Value Co-Creation: Applying Technology Acceptance Model
초록
영어
The purpose of this study is to figure out the influence of o2o service quality characteristics on customer value co-creation, and verify the mediating effect of perceived usefulness and flow experience. Specimen are mobile hotel booking application user, aged 18 and above, 59 and below. Survey was started at Oct.03.2019 for 1 month with 350 questionaries, total 310 samples were used for actual analysis. We used IBM SPSS 21.0 program on analysis for demographic quality, used R to perform PLS PM(Partial least squares path modeling) analysis. On H1-2 and H1-3, information quality showed significant effect on perceived usefulness. On H3-2 and H3-3, system quality and service quality showed significant effect on perceived usefulness. On H5-1, perceived usefulness showed significant effect on advocacy. On H6-1 and H6-3, Flow experience showed significant on advocacy and helping. On correlation between perceived usefulness and feedback, old group showed negative effect while young group had positive effect; H5-2 is adopted. On correlation between perceived usefulness and helping, old group showed negative effect while young group had positive effect; H5-3 is adopted. Through this study, few meaningful information to predict customer behavior is found via analyzing patterns of hotel application usage; correlation between o2o service quality characteristics and value co-creation is confirmed, mediating effect and role between perceived usefulness and flow experience is verified.
목차
Ⅰ. 서론
Ⅱ. 이론적 배경
1. o2o 서비스 품질특성
2. 지각된 유용성
3. Flow 경험
4. 가치공동창출
Ⅲ. 연구모형 및 분석방법
1. 연구모형 및 가설설정
2. 변수의 추출 및 설문지 구성
3. 표본의 설계 및 분석방법
Ⅳ. 실증분석
1. 표본의 일반적 특성
2. 자료의 타당성 및 신뢰성 검증
3. 상관관계 분석
4. 연구모형의 분석
5. 가설검증
Ⅴ. 결론 및 시사점
참고문헌