중국 O2O 시장의 배달 서비스 만족도와 행동의도에 관한 실증연구

• Published in: 무역연구 Vol. 16; no. 4; pp. 503 - 515
• Main Author: 사준(Jun Shi), 노태우(Taewoo Roh)
• Format: Journal Article
• Language: Korean
• Published: 한국무역연구원 31.08.2020; The Korea International Trade Research Institute
• Subjects: 무역학; TAM; Customer Satisfaction; Delivery Service; O2O
• ISSN: 1738-8112; 2384-1958
• DOI: 10.16980/jitc.16.4.202008.503

Purpose In this study, O2O (online to offline) delivery application is used to verify the cognitive process of online application service. With the relatively low cost of O2O market in China, O2O is producing a synergistic effect with the relatively low cost of the China market. In addition, O2O service operated by Baidu, Alibaba, and Tencent (BAT) occupies a large scale in relevant overseas markets. In China, due to the continuous development of e-commerce, China’s Alipay and Wechat online payment platforms have driven the growth of the O2O market. Design/Methodology/Approach The technology acceptance model (TAM) explains the behavior of user acceptance and analyzes the factors influencing user acceptance. Although consumers have used many of the online services of mobile applications, we analyze antecedents affecting the satisfaction on O2O delivery service. According to our finding that offline distribution services to further promote the use of online distribution services, we can understand the consumers’ preference for O2O service consumers and re-use intention. Findings The results of this study show that the information quality and information security of O2O delivery application can affect customers’ satisfaction. Based on TAM, O2O delivery application plays a significant role in locking into such services forming both the perceived ease of use and behavioral intention. Research Implications In order to meet customers, based on the characteristics of the O2O model, offline stores have to focus on improving the service quality of distribution servicesbecause consumers pay more attention to the quality of products themselves and to the additional behavior services provided by service delivery personnel. KCI Citation Count: 5