Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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An Explorative Study of Consumer Response on O2O Service Types: Focusing on Delivery and Car sharing service

O2O(Online to Offline)서비스 사업 형태에 따른 소비자 반응에 관한 탐색적 연구 : 배달 서비스와 카셰어링 서비스 중심으로

  • Sung, Jungyeon (School of Business Administration, Sungkyul University)
  • Received : 2019.11.26
  • Accepted : 2020.01.20
  • Published : 2020.01.28
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Abstract

This study examined the consumer response of the current O2O service between service types. Previous studies mainly focused on the quality factor of O2O service or Technology Acceptance Model or extended TAM, This study is different from the fact that there are differences in factors that consumers consider important and consumer reactions by service type. It is also significant that we compared between representative food delivery services and car sharing services that are actively used among O2O services. As O2O service is closely related to consumer's life, this study chose three factors that the issue of personal information security and trust of intermediary platform companies, and finally subjective norm based on individuals and groups who are aware of new O2O service. To test hypotheses, data were collected and analyzed for 301 samples, focusing on delivery and car sharing service, As a result, the delivery service among the O2O services was more positive to attitude toward service in the consumer group with lower personal information security, trust in platform, and subjective norm than car sharing service. Based on these results, implications and future research directions were presented.

본 연구는 현재 O2O서비스의 소비자 반응을 서비스 사업 형태별로 구분하여 살펴보았다. 기존 연구들은 주로 O2O서비스의 품질요인이나 기술수용이론에 초점을 두고 연구를 하였다면, 본 연구에서는 서비스 사업 형태별로 소비자가 중요시 여기는 요인과 소비자 반응에 있어 차이가 있음을 살펴보았다. 또한 O2O 서비스 중에서도 활발하게 이용되고 있는 대표적인 음식배달 서비스와 카셰어링 서비스를 선정, 비교하여 살펴보았다는 점에 의의가 있다. O2O서비스는 소비자의 생활과 밀접한 서비스이므로 개인정보보안에 대한 이슈와 소비자와 플랫폼 업체 간의 발생되는 중개플랫폼의 신뢰성에 대한 소비자의 반응, 마지막으로 O2O서비스에 대해 인지하는 개인과 집단 간의 차이를 살펴보기 위한 사회적 규범을 주요 요인으로 살펴보았다. 301명을 대상으로 자료를 수집하였으며 연구문제를 검증하기 위해 분산분석을 실행하였다. 연구결과 O2O서비스 중 배달 서비스가 카셰어링 서비스보다 상대적으로 개인정보보안, 중개플랫폼의 신뢰, 사회적 규범이 낮은 소비자 집단에서 서비스태도에 더 호의적이었다. 다만 사회적 규범의 경우, 사회적 규범이 높은 소비자 집단에서 카셰어링 서비스가 더 호의적인 태도를 보였는데, 이러한 결과는 제공되는 서비스제품 유형(식품 관련 서비스 vs. 자동차관련 서비스)이 다름에서 나타나는 현상으로 해석된다. 이와 같은 결과를 토대로 시사점과 향후 연구방향을 제시하였다.

Keywords

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