The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
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A Study on the Intention of Continuous Usage of O2O Service: Focusing on the Moderating Effect of User Innovation

O2O 서비스의 지속이용의도에 관한 연구 : 이용자 혁신성의 조절효과를 중심으로

  • Received : 2020.01.30
  • Accepted : 2020.04.24
  • Published : 2020.06.30
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Abstract

Purpose Today, the increasing of internet use and the expansion of internet range provide us with many opportunities. Therefore, this study examine relation of perceived ease of use, perceived playfulness, perceived risk, perceived usefulness based on previous studies. And we examine the effect of O2O service satisfaction on continuous use intention. Also, we studied the relationship between perceived ease of use, perceived playfulness, perceived risk, perceived usefulness according to user innovation. Design/Methodology A Structural Equation Model(SEM) method was used to test the theoretical framework based on a sample of 451 respondents who have experienced the O2O service. Factor analysis and confirmation factor analysis was conducted to check the reliability, convergency validity and discriminant validity. To test moderating effect of the user innovation, multi group analysis was conducted. Findings First, perceived ease of use, perceived playfulness, perceived risk have significant effects on perceived usefulness. Second, perceived usefulness of O2O service have a positive effect on satisfaction. Third, satisfaction of O2O service have a positive effect on continuous use intention. The relationship that perceived ease of use, perceived playfulness, perceived risk affect perceived usefulness is differ depending on user innovation. Based on these findings, this study suggested to marketing practitioners the need for different approach by a user innovation.

Keywords

References

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