• Journal of Information Technology Applications and Management
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• 제26권2호
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• pp.41-60
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• 2019

O2O(Online-to-Offline) commerce, a kind of multi-channel, is used in various industries such as accommodation, food and beverage, transportation, and real estate. The O2O commerce, a channel of integrating online and offline, overcomes the limitations of traditional online commerce, where a customer made a purchase decision without direct experience. Despite this advantage of O2O, if the online-offline channel is not effectively linked, customer's complaints would occur due to service failure. This study, with regard to O2O service failure circumstances, intends to investigate the effect of customer's perceived justice on their emotional response, recovery satisfaction, followed by intention to repurchase. Perceived justice in this study is composed of distributive justice, interactional justice, and procedural justice. Furthermore, this study explores the moderation effect of O2O industry types in the relationship between perceived justice and emotion. An O2O industry type is classified into accommodation, food and beverage, and transportation. A hypothesized research model was empirically tested using a structural equation model. The current study collected 433 questionnaires and the target respondents are customers who have experienced service failure in O2O commerce. The empirical results showed that O2O commerce more effectively conducts service recovery strategy and causes positive customer response by integrating online and offline channel. One of the ultimate purposes of O2O service providers is to reduce the likelihood of service failures and to recover more quickly and efficiently by linking two channels rather than using a single channel. This study suggested that the O2O channel is effective in influencing customer satisfaction and loyalty by inducing customer's positive emotions in recovering service failure.

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

• 디지털산업정보학회논문지
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• 제9권3호
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• pp.211-221
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• 2013

This study investigated the effect of service quality and using experience on a royalty in a electronic commerce. Expecially, used HTS (Home Trading System of securities companies)as a online service system. HTS (Home Trading System) is a electronic commerce system of securities companies that is a most progressive tool of it. Almost securities companies are offering these typical trading system, because it is a required factor for a competitive position in their compound market. This paper made hypotheses of five cases, and collected some data through survey questionnaire for an analysis of actual proof. For attaining the object of this research, used a structure equation modeling, and found that almost paths of the research model are supported among the service quality, using experience, involvement and royalty. This study could provide academic and managerial implications in a electronic commerce business.

• 유통과학연구
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• 제20권1호
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• pp.13-26
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• 2022

Purpose: The Covid-19 pandemic has accelerated and triggered changes in online shopping especially in an emerging market. This paper develops a modification of SERVQUAL model to examine the relationship between individual dimensions of e-service quality, online trust and purchase intentions in singular online shopping platform. Research design, data and methodology: Data from an online survey of 385 Lazada's shoppers were used to test the research model. The structural equation modeling technique was performed to test the research model. Results: The analytical results revealed that five dimensions of e-service quality were positively correlated with one another whereas some dimensions were negatively correlated with purchase intentions. The results of this study provide new insight into the literature as well as practical implications for marketers especially in Thai online market. Conclusion: This study develops the instrument dimensions of e-service quality through modifying the SERVQUAL model to examine the e-commerce context and to testify how these individual dimensions are interlinked with one another. It also suggests that responsiveness has two-sided affects that in responses which are too prompt and insistent could make the customer feel uncomfortable and perhaps ending up with no interaction and transaction.

• 한국경영정보학회:학술대회논문집
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• 한국경영정보학회 2007년도 추계학술대회
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• pp.571-576
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• 2007

Advanced online environment and communication technology have made the e-commerce environments evolved rapidly. In the e-commerce area, one of the most important concepts regarding the relationship between seller and buyer is the "trust." Considering the purpose of purchase and satisfaction of website, the users may face problems such as consumer's transaction security or personal information sharing when they make transactions over web sites. It could be difficult to pursue the goal for the users to purchase product or service over online if the seller or service provider cannot establish trust to the customers. In this paper, through multi-dimensional viewpoints of trust, satisfaction can be accounted for by cue-based trust and experienced trust. The purchase intention mediates the experienced trust when online users purchase products or use online service.

• The Journal of Asian Finance, Economics and Business
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• 제7권4호
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• pp.173-183
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• 2020

This study has four objectives: (1) Identifying factors that affect customer satisfaction on online service quality of Tiki.vn, (2) Measuring the level of impact of the factors, (3) Testing the difference in satisfaction among groups of customers with different characteristics in terms of gender, age, income, academic level, and occupation, and (4) Proposing some managerial implications to improve the quality of online services by interviewing directly and online 200 individual customers who have shopped at Tiki.vn E-commerce platform for at least the last six months, using the convenient sampling method. This study analyzes the reliability of the scale through the Cronbach's alpha coefficient, Exploratory factor analysis, and Linear regression analysis. The findings identified four factors that influence positively customer satisfaction regarding the quality of online services in Tiki.vn E-commerce platform in the order of descending strength: (1) Trust, (2) Customer service, (3) Web design and (4) Safety. In addition, the results show no difference in customer satisfaction according to different academic levels, but in terms of occupation and income, gender, and age. The results show that the factors influencing most customer satisfaction are Reliability and Customer Service. Some managerial implications are then proposed to improve the quality of online shopping services at Tiki.vn.

• 스마트미디어저널
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• 제6권1호
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• pp.39-46
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• 2017

The internet has become an important part of the many aspects of people's daily lives such as work, study, entertainment and in form of electronic commerce, shopping. Electronic commerce is growing rapidly in Kenya. There are many successful business-to-business, business-to-customer and customer-to-customer online shopping companies in Kenya. As a consequence, competition between vendors is intense and, therefore, mitigating the negative effects of high product uncertainty is necessary requirement as it remains a biggest hindrance for success of the online shopping. The purpose of this research is to investigate how online product description, third party product assurance, customer service and website design mitigate the negative impact of high product uncertainty. A questionnaire with 28 items is designed to collect data from online customers. Using multiple regression analysis, the relationship between dependent variable (product uncertainty) and independent variables such as product description, third party assurance, website design and customer service is tested. The result shows that all the independent variables are negatively correlated with dependent variable, which means that product description, third party assurance, website design and customer service can be used by online vendors to lessen the problem of product uncertainty in online markets.

• 경영과정보연구
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• 제35권3호
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• pp.213-230
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• 2016

O2O(Online-to-Offline) 환경에서 기업은 온라인을 통해 고객을 유치하고 결제를 유도한 후 제품을 수령할 때에는 다시 오프라인으로 전환시키는 마케팅방식을 취함으로써 온라인과 오프라인 두 개 채널의 통합을 통한 시너지 효과를 창출하고자 한다. 이처럼 온라인과 오프라인이 공존하는 O2O 환경에서는 공급자가 제공하는 제품 및 서비스의 품질에 대한 소비자의 인지가 기존 온라인이나 오프라인 환경과는 다를 수밖에 없다. 이에 본 연구는 O2O 환경에서의 서비스 품질모델(service quality model)을 개발하고자 한다. 구체적으로 O2O는 오프라인, 온라인, 모바일 상거래가 통합된 환경인만큼 기존연구에서의 오프라인 서비스품질, 온라인 서비스품질, 모바일 서비스품질의 공통적인 서비스품질 요인을 통합하여 1차적인 O2O 서비스품질 모형을 제시한다. 다음으로 O2O 상거래를 이용하여 구매한 경험이 있는 고객을 대상으로 FGI(Focus Group Interview)를 실시하였다. 이는 1차 통합모형에서 제시된 O2O 서비스품질 요인 중 가장 중요하게 인지되는 서비스품질 요인을 규명하고, 또한 O2O만의 고유한 서비스품질 특성을 탐색하고자 하는 과정으로 1차 통합모형과 FGI를 통해 O2O 서비스 품질모델을 제시한다.

• Asia pacific journal of information systems
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• 제20권2호
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• pp.157-180
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• 2010

Rapid development of information technology has generated a new industry and market. In particular, network technology such as the Internet and other computer networks made transaction activities switched from traditional offline commerce to e-commerce. Among them, digital content is bit-based object which is created and distributed through electronic environment. In particular, many entertainment contents such as the music, the movies, and the computer game softwares are main products. Although digital content commerce has high potential demand, it lacks the consideration about the factor related to maintaining existing customer such as customer loyalty and switching costs. There has been a number of research on customer loyalty and other factors affecting it in the traditional electronic commerce environment, but there is a lack of research which examines the characteristics of digital content. The study about the effect of switching costs on customer loyalty in digital content commerce is necessary because the customers of digital content commerce market are from those of other e-commerce market or traditional offline commerce market. In addition, customer loyalty and switching costs are important factors because they may build up greater customer retention. For that reason, this study focused on examining the relationships among switching costs, antecedents for switching costs, and customer loyalty in online digital music service industry. The study has three major purposes: (1) to find antecedents of switching costs on digital content commerce and examine effect of antecedents for switching costs; (2) to identify effect of switching costs on customer loyalty in digital content commerce and examine moderating effects of alternative attractiveness; (3) to identify the differences of antecedents for switching costs by contents transmission type(streaming service and downloading service). And, the online digital music service industry is selected in this study since there are many users and transactions incurring. To accomplish these purposes, a survey questionnaire was developed and distributed to 256 informants. Survey instrument was developed based on previous research and pre-established survey items. Total of 206 surveys are collected and used in the data analysis. Among the respondents, 56.8% is male and 43.2% is female. Also, 86 responses were streaming service user group and 120 responses were download service user group. These data was analyzed using regression analysis. Major findings of empirical analysis can be summarized as follows. First, switching costs have positive effect on customer loyalty in digital content commerce environment. Second, the influence of switching costs on customer loyalty increases under conditions of high alternative attractiveness. Third, DRM convenience and breadth of use have positive effect on switching costs. The findings imply that the digital content provider should pay more attention to switching costs in addition to customer satisfaction in order to attract customers. Also, increasing the convenience of DRM use by securing the convenience of user interface and expanding the support device and increasing the service use scope by providing diverse value-added service helps to create a switching barrier. The result of the study can become a practical use in marketing strategy for maintaining existing customer. In particular, switching barrier is very important under conditions of high competition in the online music service market. This study can be used as a basis for further studies about customer retention in digital content commerce.

• 통상정보연구
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• 제6권2호
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• pp.43-62
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• 2004

The present study reviewed the meanings of mediation and the roles of mediators, and examined the necessities of online mediation system, prerequisites for the settlement of the system, foreign cases of promoting online mediation and the current state of online mediation in Korea. It also identified problems in the mediation system in Korea and, based on the analysis of problems, discussed directions for the development of Korean mediation system in broad perspective. Directions for the development of Korean online mediation system suggested in this study can be summarized as follows. Firstly, the government must make an unsparing investment in order to activate online mediation system in Korea. Secondly, from the aspect of online mediation procedure, it is necessary to introduce online mediation system in combination with online seal system or certification marks. Thirdly, the judicial circle must take an amicable attitude toward ADR system and, furthermore, it is necessary for the court to be active in introducing various ADR systems. Fourthly, it is necessary to establish an integrated mediation system for the efficiency of mediation and cost saving. Fifthly, mediators must be provided with systematic and exhaustive periodical retraining programs. Lastly, it is necessary to help people to recognize that mediation system is a better service than other forms of dispute resolution procedure and particularly to enhance users' confidence in online mediation through advertising its advantages and safety. Moreover, in order to make e-commerce-related online dispute resolution available to everybody, it is necessary to overcome language barriers by establishing perfect service systems including automatic translation system in the governmental dimension.