• 경영정보학연구
• /
• 제18권3호
• /
• pp.97-110
• /
• 2016

본 연구는 최근 급성장하는 O2O 비즈니스 모델 중 부동산 모바일 중개업체의 사업모델을 분석하고, 사용경험이 있는 사용자를 대상으로 한 재이용의사를 조사하여 사용자의 만족도와 재이용과의 관계를 분석하였다. 연구결과 부동산중개 앱서비스 사용의 용이성과 유용성은 고객만족에 양의 영향을 주며, 이는 재이용에 긍정적인 영향을 미치고 있는 것으로 분석되었다. 또한 부동산중개 앱서비스에서 연결한 오프라인 중개사무실 사용의 용이성과 유용성도 고객만족에 양의 영향을 주고 있으며, 이 역시 재이용에 긍정적인 영향을 미치는 것으로 나타났다. 본 연구에서는 앱서비스 및 중개업소이용 모두에서 용이성보다 유용성이 고객만족에 더 큰 영향력을 가지는 것으로 분석되었는데, 이는 이용자특성이 주택임차라는 이용목적이 뚜렷한 점에서 유용성의 가치가 이용성보다 더 크다는 것을 보여준다. 따라서 부동산 중개서비스 O2O 시장의 지속적인 성장을 위해서는 이용자의 유용성을 높이는 전략이 필요하다.

• 한국정보통신학회:학술대회논문집
• /
• 한국정보통신학회 2015년도 추계학술대회
• /
• pp.374-377
• /
• 2015

O2O(Online-to-offline) 서비스는 온라인에서의 제품 및 서비스 정보검색과 결제, 그리고 오프라인에서의 제품수령이 혼합된 새로운 상거래 방식의 한 형태이다. O2O 상거래는 기존 전자상거래의 장점과 오프라인 상거래의 장점을 결합하고, 각 상거래 유통방식의 한계점을 보완하지만, O2O 기술의 발전속도에 비해 수익모델이 아직까지는 부족한 것이 현실이다. 따라서 소비자 측면에서 O2O 상거래의 성공요인을 탐색하기 위해 본 연구는 O2O 상거래 방식에 포함된 기존 B2C 전자상거래, 모바일 상거래, 그리고 오프라인 상거래의 서비스품질모델(service quality model)을 중심으로 O2O에 적용될 공통 요인을 도출하였다. 나아가 도출된 O2O 성공 서비스 품질요인을 기반으로 질적연구 결과를 반영하여 새로운 O2O 서비스 성공요인이 추가적으로 결합된 O2O 성공요인 모형을 제안한다.

• 인터넷정보학회논문지
• /
• 제21권2호
• /
• pp.57-64
• /
• 2020

The widespread use of smartphones with a variety of features has enabled mobile Internet-based services. One of these is online-to-offline (O2O) based services that connects online users with offline stores to add value. Applying this O2O strategy to local information retrieval induces online users to be linked to offline regions, thereby enabling the exchange of local-based information and helps create new value. This paper proposes and illustrates the implementation of O2O-based a local information providing service that utilizes photos of the local attraction. Also, we propose a fake-free ranking method to provide reliable local information to users and suggest its application of the service.

• Asia pacific journal of information systems
• /
• 제17권2호
• /
• pp.83-95
• /
• 2007

We are motivated by how offline and online firms compete. The Internet made many conventional offline firms build a dynamic online business as another sales channel using their advantages such as brand equity, an existing customer base with comprehensive purchasing data, integrated marketing, economies of scale, and longtime experience with the logistics of order fulfillment and customer service. Even though the hybrid selling using both offline and online channel seems to have advantages over a pure online retailer, all the conventional offline firms are not seen to create an online business. Many conventional offline firms began to launch online business since the Internet era, however, just being online business is not likely to guarantee success. According to Bizate.com's report whether the hybrid channel strategy is successful is still under investigation. For example, consider the classic case of Barnes and Noble versus Amazon.com, Barnes and Noble was already the largest chain of bookstores in the U,S., when Amazon.com was established in 1995, BarnesandNoble.com followed suit in 1997, After suffering losses in its initial years, Amazon finally turned profitable in 2003. In 2004, Amazon's net income was $588 million on revenues of $6.92 billion, while Barnes and Noble earned $143 million on revenues of $4.87 billion, which included BarnesandNoble.com's loss of $21 million on revenues of $420 million. While these examples serve to motivate our thinking, it does not explain when offline firms should venture online. It also does not provide an analytical framework that can generalized to other competitive online-offline situations. We attempt to do this in this paper and analyze a hybrid channel model where a conventional offline firm competes against online firms using its own direct online channels. We are particularly interested in an optimal channel strategy when a conventional offline firm sells its products through its own direct online channel to compete with other rival online firms. We consider two situations where its direct online channel and other online firms are symmetric and asymmetric in the brand effect. The analysis of this paper presents several findings. In the symmetric model where a hybrid firm's online channel is not differentiated from a pure online firm, (i) a conventional offline firm will not launch its online business. In the asymmetric model where a hybrid firm's online channel is differentiated from a pure online firm, (ii) a conventional offline firm can launch its online business if its brand effect is greater than a certain threshold. (iii) there is a positive relationship between its brand effect and online customer costs showing that a conventional offline firm needs more brand effect in order to launch online business as online customer costs decrease. (iv) there is a negative relationship between its brand effect and the number of customers with access to the Internet showing that a conventional offline firm tends to launch its online business when customers with access to the Internet increases.

• 유통과학연구
• /
• 제15권8호
• /
• pp.75-86
• /
• 2017

Purpose - The online-to-offline (O2O) business model has brought considerable changes to the traditional Chinese business model. The main difference between O2O and pure online consumption is that O2O offers a richer experience and word-of-mouth. it is easier to trigger online word-of-mouth. However, few scholars have been concerned about the impact of experiential value on customer satisfaction and online word-of-mouth (e-WOM) in the study of O2O. This study takes the O2O business model in China's catering industry as its research object and uses structural equation modelling to analyze the impact of online and offline experiential values on customer satisfaction and e-WOM. Research design, data, and methodology - According to previous researches, consumer experiential value is mainly divided into return on investment (economy and efficiency), service excellence, playfulness and aesthetics. According to the characteristics of O2O in China's catering industry, this study divides the online experience value into efficiency and economy (return on investment). The offline part is divided into return on investment (economy and efficiency), service excellence, playfulness and aesthetics. Using a web-based survey, we collected 303 valid samples. Structural equation modelling was used to create the research model. Results - The results show that efficiency (online) and service excellence (offline) have a significant effect on customer satisfaction. Economics (online) and playfulness (offline) have a positive impact on customers' e-WOM. In addition, the higher the customer satisfaction, the greater the positive impact on the spread by word of mouth. However, aesthetic(offline) and return on investment(offline) have no significant impact to customer satisfaction and e-WOM. Conclusions - The study findings show that the key to boost customer satisfaction in the catering industry is to improve product quality and service. Although traditional competitive strategies such as online discount have been questioned by many scholars about their decreasing effectiveness, they are indispensable means to attract online traffic and trigger e-WOM. The traditional enterprises can reconstruct traditional business processes through the O2O model to effectively improve customer satisfaction and word of mouth by improving the experiential value of economy and efficiency. Additionally, it can be used as the natural advantages of online communication to induce customers to engage in word of mouth and attract more potential customers.

• 한국프랜차이즈경영연구
• /
• 제14권1호
• /
• pp.1-21
• /
• 2023

Purpose: During COVID-19, consumers prefer social distancing or contactless activities for safety, and hygienic condition has become one of the most important factors in evaluating restaurants. Therefore, this study aims to investigate whether offline/online word-of-mouth is affected by restaurant quality. Research design, data and methodology: The data were collected from 480 consumers who had experiences of visiting a restaurant in the past 90 days and analyzed with SPSS 28.0 and SmartPLS 4.0 programs. Results: Physical environment and menu had positively significant effects on brand love, while employee service and hygiene had no significance on brand love. Restaurant environment, menu, and hygiene had negatively significant effects on brand hate, but employee service had not significant impact on brand hate. Brand love had positively significant effects on offline and online word-of-mouth, and brand hate had negatively significant effects on offline and online word-of-mouth. Conclusions: First, restaurants need to develop a pleasant space where customers can have emotional experiences. Second, restaurants need to fulfill customers' desire for global food consumption. Third, restaurants should ensure hygiene and safety to prevent customers' brand hate. Lastly, restaurants need to establish offline/online word-of-mouth strategy to identify which restaurant quality attributes influence brand love/hate and offline/online word-of-mouth.

• 한국정보과학회논문지:컴퓨팅의 실제 및 레터
• /
• 제16권7호
• /
• pp.814-818
• /
• 2010

온라인 소셜 네트워킹 서비스는 현실에 존재하는 인적 네트워크를 온라인 상에서도 형성할 수 있는 서비스를 제공해준다. 최근 급격하게 확산되고 있는 트위터는 온라인으로 형성된 소셜 네트워킹 서비스가 무한히 커질 수 있음을 보여주었다. 본 연구에서는 트위터 메시지와 장소 인식 기술을 통해 근처에 있는 트위터 친구의 존재를 알려주는 서비스를 제안한다. 본 서비스가 제공해주는 기능을 효과적으로 활용하여 오프라인 만남이 활성화되면 온라인으로 형성된 소셜 네트워크가 현실에 존재하는 인맥으로 확장되는 효과를 거둘 수 있다.

• 복식문화연구
• /
• 제21권1호
• /
• pp.42-56
• /
• 2013

Nowadays the advantages of multichannel retailing strategy in fashion business have been widely discussed, but empirical research on fashion retail has been limited. The purpose of this research is to provide some ideas on multichannel retailing strategy to fashion retailers through the case of UNIQLO. The online survey was conducted on each 100 female customers in their 20s, 30s, 40s living in seoul among UNIQLO customers. The survey was consisted of measurement items for UNIQLO's online store image and offline store image, customer satisfaction, purchase intention, and demographic attributes. The online survey was found that 30.3% of UNIQLO's multichannel customers bought a product from offline store using online shopping mall as a search channel, on the other hand, 20.7% of UNIQLO's multichannel customers bought a product from online store using offline store as a search channel. Factors of the online shopping mall image were consisted of shopping convenience, product information, price policy, trust. And factors of the offline store image were consisted of trust and store, product information, service. Some factors of online store and offline store image had impact on multichannel customer satisfaction. And, customer satisfaction also had impact on purchase intention of UNIQLO product. Some suggestion for the future of multichannel research in fashion retailing was given.

• 디지털산업정보학회논문지
• /
• 제11권1호
• /
• pp.209-223
• /
• 2015

Google was established an online service company. Lately, Google has widened to the business area until manufacturing industry. Apple was established a computer manufacturing company. So, new business models should develop and should be innovation in order to adapt to industry environments. New business model's development and innovation are attracted on strategy to expect the high performance at companies. In particular, it is important to companies facing a variety of problems. Therefore, the purposes of this study are as follows : First, there understand the perception difference on online service company, offline service company, manufacturing company. Second, there provide for the use of strategy on online service company, offline service company, manufacturing company. The results of this study are customer factor, strategy factor, revenue factor have been statistically significant differences using ANOVA analysis in industry field, and customer factor has been statistically significant difference using t-test in business field. Then, it will expect to increase business competition through the business model.

• Journal of Information Processing Systems
• /
• 제16권2호
• /
• pp.377-393
• /
• 2020

Freight management systems require a new business model for rapid decision making to improve their business processes by dynamically analyzing the previous experience data. Moreover, the amount of data generated by daily business activities to be analyzed for making better decisions is enormous. Online-to-offline or offline-to-online (O2O) is an electronic commerce (e-commerce) model used to combine the online and physical services. Data analysis is usually performed offline. In the present paper, to extend its benefits to online and to efficiently apply the big data analysis to the freight management system, we suggested a system architecture based on O2O services. We analyzed and extracted the useful knowledge from the real-time freight data for the period 2014-2017 aiming at further business development. The proposed system was deemed useful for truck management companies as it allowed dynamically obtaining the big data analysis results based on O2O services, which were used to optimize logistic freight, improve customer services, predict customer expectation, reduce costs and overhead by improving profit margins, and perform load balancing.