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Vol.8 No.3

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A Study on the User Acceptance of O2O Service

East Asian Journal of Business Economics / East Asian Journal of Business Economics, (E)2288-2766
2020, v.8 no.3, pp.15-24
https://doi.org/10.20498/eajbe.2020.8.3.15
Nam Sungjip
Chung Ji Bok
Nam, S. , & Chung, J. B. (2020). A Study on the User Acceptance of O2O Service. East Asian Journal of Business Economics, 8(3), 15-24, https://doi.org/10.20498/eajbe.2020.8.3.15

Abstract

Purpose: New technologies allow service providers to integrate all the customer information within and between contact channels so that they can offer individualized services. The availability of new mobile devices enables retailers to interact with customers through countless channels (Rigby, 2011). The objective of this research is to examine customers’ attitudes toward O2O(on-line to off-line) services and their intention to use based on the Technology Acceptance Model(TAM). Research design, data, and methodology: Utilizing the TAM model, the mediating effect of the users’ attitudes toward O2O services on the relationship among perceived ease of use, perceived usefulness, perceived risks and intention to use are to be investigated. Results: The result shows that the perceived ease of use, perceived usefulness, perceived risks have a significant effect on customers’ attitudes toward O2O services. It is also revealed that the attitude toward O2O services has a mediating effect among perceived ease of use, perceived usefulness, perceived risks and intention to use. Conclusions: The boundary between on-line and off-line is breaking and various services based on the O2O platform are growing. The results of this study and managerial implications can be applied to O2O platform operators or enterprises planning to sharp competitiveness edge through offering variations of service channels.

keywords
O2O services, Omni-channel retailing, TAM

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