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An Empirical Study on the Revitalization of O2O: A Unified View of Offline Channel and Mobile Channel

O2O 서비스 활성화 방안에 대한 실증 연구: 오프라인 채널과 모바일 채널의 통합적 관점에서

  • Received : 2018.07.29
  • Accepted : 2018.10.20
  • Published : 2018.10.28

Abstract

This study explores unified service experience to boost O2O services. Previous studies on service management and marketing only focused on customer experience in offline stores, while prior works on information systems looked only at the experience of services in mobile applications. In this vein, this study took into accounts the characteristics of offline stores and the benefits of their mobile applications. Moreover, the final dependent variable was share of wallet to measure customer's expenditure within the category. The theoretical model was tested based on 219 consumers who frequently visit Starbucks and use its mobile application. PLS method was applied to analysis the research model and hypotheses. The analysis results showed that customer satisfaction about offline store is not significantly related to share of wallet, while satisfaction about mobile application plays a significant role in enhancing share of wallet. Hedonic and social benefits were found to have significant effects on satisfaction about mobile application. The analysis results help establish service marketing and strategies to enhance the unified customer experience of O2O service.

Keywords

O2O;Share of Wallet;Service Experience;Hedonic Benefits;Social Benefits

Acknowledgement

Supported by : 동일문화장학재단

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