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A Study of the relationship between O2O Service Quality Characteristics, Perceived Usefulness, Flow Experience and Customer Value Co-Creation: Applying Technology Acceptance Model
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O2O서비스품질 특성과 지각된 유용성, Flow경험 및 고객 가치공동창출과의 관계에 대한 연구: 기술수용모델을 적용

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Type
Academic journal
Author
Journal
Tourism Management Research Organization 관광경영연구 관광경영연구 제24권 제2호
Published
2020.1
Pages
165 - 191 (27page)

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A Study of the relationship between O2O Service Quality Characteristics, Perceived Usefulness, Flow Experience and Customer Value Co-Creation: Applying Technology Acceptance Model
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Abstract· Keywords

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The purpose of this study is to figure out the influence of o2o service quality characteristics on customer value co-creation, and verify the mediating effect of perceived usefulness and flow experience. Specimen are mobile hotel booking application user, aged 18 and above, 59 and below. Survey was started at Oct.03.2019 for 1 month with 350 questionaries, total 310 samples were used for actual analysis. We used IBM SPSS 21.0 program on analysis for demographic quality, used R to perform PLS PM(Partial least squares path modeling) analysis. On H1-2 and H1-3, information quality showed significant effect on perceived usefulness. On H3-2 and H3-3, system quality and service quality showed significant effect on perceived usefulness. On H5-1, perceived usefulness showed significant effect on advocacy. On H6-1 and H6-3, Flow experience showed significant on advocacy and helping. On correlation between perceived usefulness and feedback, old group showed negative effect while young group had positive effect; H5-2 is adopted. On correlation between perceived usefulness and helping, old group showed negative effect while young group had positive effect; H5-3 is adopted. Through this study, few meaningful information to predict customer behavior is found via analyzing patterns of hotel application usage; correlation between o2o service quality characteristics and value co-creation is confirmed, mediating effect and role between perceived usefulness and flow experience is verified.

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References (105)

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강지원 / 2016 / 소비자의 자민족중심주의가 한국와인평가, 지각된가치와 만족도에 미치는 영향 - 와인지식수준을 조절효과로 - / 외식경영연구 19(6):207~227 google schola 강성호 / 2016 / 소비자의 창의성, 창발성 그리고 공동가치창출 활동과의 관계: 소비자 동기요인의 조절효과를 중심으로 / 유통과학연구 14(12):107~118 dbpia 김동범 / 2019 / 키오스크의 지각된 편리성과 기술수용의 어려움이 지각된 가치와 행동의도에 미치는 영향: 개인 혁신성의 조절효과를 중심으로 / Culinary Science & Hospitality Research 25(5):99~111 dbpia 김수정 / 2019 / 호텔직원의 블록체인 기반 호텔예약시스템 수용의도에 관한 실증적 연구 / 관광학연구 43(5):205~223 dbpia 김호준 / 2019 / 소셜 커머스의 서비스특성이 고객관계품질 및 관계지향성에 미치는 영향에 관한 연구: 호텔 객실 및 식·음료 상품 이용고객 중심으로 / 관광레저연구 31(7):193~208 dbpia

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