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A Study on the Effect of O2O Service Quality on User Satisfaction and Intention of Reuse

O2O서비스 품질이 사용자만족과 재이용의도에 미치는 영향에 관한연구

  • Lee, Ok Ju (Dept. of Techno Management of Graduate School, Hoseo University) ;
  • Yang, Dong Woo (Dept. of Management Information, Gradual School, Hoseo Univercity)
  • 이옥주 (호서대학교 일반대학원 테크노경영학과) ;
  • 양동우 (호서대학교 일반대학원 테크노경영학과)
  • Received : 2017.04.12
  • Accepted : 2017.06.20
  • Published : 2017.06.28

Abstract

O2O platforms are developing in a business area of daily life with evolution of IT technology. The aim of this research is to identify any quality factor of online and offline which affects the satisfaction of O2O service by business characteristic and to varify the relationship between service satisfaction and reuse intention. In this study, information quality, system quality and service quality are defined as factors for online quality and perceived quality and perceived price defined as offline quality. This study was conducted on 199 users who use O2O service. The results showed that online quality system and perceived price of offline quality had a positive effect on user satisfaction and that user satisfaction had a positive effect on Intention to Reuse. These results will provide guidelines for O2O service providers to improve their online services and to select an offline vendor for the O2O platform. It would provide customized O2O service according to personal property of a customer, in case that further research by types of business or service, which are not covered this paper.

Keywords

O2O service;Online quality;Offline quality;User satisfaction;Intention to Reuse

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