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학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통경영학회 유통경영학회지 유통경영학회지 제22권 제5호
발행연도
2019.10
수록면
21 - 29 (9page)

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Purpose: The purpose of this research was to understand how the elements of previous accessibility, ease of use, and innovation increased the usefulness of the smart order system and formed perceptions of brand and application reliability. How perceptions of reliability influenced the increase in purchase intentions was also examined. Research design, data, and methodology: From previous studies, the questionnaire items were revised for the purpose of present study. From January 15 to February 3, 2019, the questionnaires were administered using on-line survey methods (including Google Drive). After excluding incomplete or unreliable 13 responses, a total of 213 questionnaires were collected and, a total of 200 questionnaires were used for the empirical analysis. With the following analysis method, the research was conducted. First, EFA was performed to confirm the convergence validity and discriminant validity among the measured variables using Amos 22.0. Next, the non-compliant factors were eliminated and the CFA was conducted using Amos 22.0 again. Results: We verified the characteristics of O2O services in terms of users’ purchases, mainly smart orders, by utilizing the TAM. The impacts of smart order service accessibility, ease of use, and user innovation on utility, reliability, and purchasing intention were deeply investigated and verified. First, it was found that O2O service accessibility via smartphones influenced usefulness. Second, the ease of using O2O service via smartphones was found to affect usefulness. Third, it was found that the innovation of O2O service via smartphones influences usefulness. Innovative users who are constantly pursuing new ideas, experiences, and changes in their daily lives prefer innovative services rather than existing services. Fourth, the usefulness of O2O service via smartphones was found to have an impact on reliability. Fifth, the reliability of O2O service via smartphones was found to affect purchase intention. Conclusions: In this study, ease of use—an independent variable in terms of the smart order system—with the largest normalization factor of three external variables when applying the structural equation model, had the greatest effect on utility. Therefore, the restaurant industry (especially franchise stores) should highlight the ease of smart ordering, build an O2O service infrastructure, and formulate marketing strategies.

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참고문헌 (13)

참고문헌 신청
Bagozzi, R. P. / 1988 / On the Evaluation of Structural Equation Models / Journal of the Academy of Marketing Science 16(1):74~94 google schola Bearden, W. O. / 1982 / Sample Size Effects on Chi Square and Other Statistics Used in Evaluating Causal Models / Journal of Marketing Research 19(4):425~430 google schola Seong-Soo Cha / 2018 / The Effect of Eating-Out Motives on Restaurant Attributes at Shopping Mall / 유통과학연구 16(1):37~46 Crossref Seong-Soo Cha / 2018 / The Effects of HMR Selection Attributes on Repurchase Intention by Shopping Channels / 유통과학연구 16(3):13~21 Crossref 차성수 / 2014 / 복합쇼핑몰 만족과 재방문에 영향을 미치는 요인: 소비가치의 조절효과 / 유통연구 19(4):91~116 google schola

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