- 권한신청
- E-ISSN2233-5382
- KCI
O2O를 활용한 신선한 농산품 전자상거래의 지속적 사용의도에 관한 연구
A Study on the Continuance Intention of O2O Fresh Agricultural Products E-Commerce
포붕 (Dept. of Electronic Commerce, Kongju National University)
이종호 (Dept. of Electronic Commerce, Kongju National University)
Abstract
Purpose - This study focuses on the continuance intention of O2O fresh agricultural products e-commerce. By literature review, this paper looks through the classical theories which are often applied to study use behavior and continuance intention on the electronic commerce area. Ultimately based on the expectancy theory, Technology acceptance model, success model as well as trust model, a model of the continuance intention of fresh products O2O electronic commerce application is established. Research design, data, and methodology - Among users Chinese consumers have been chosen who have use experience as the research objects. From October 2, 2018 to November 2, 2018, 685 questionnaires in total were collected by the online release and collection. Expect for the negative questionnaires, the remaining 650 pieces of data are statistically analyzed. The collected data were firstly be analyzed by SPSS Ver. 25 on its frequency, reliability and exploratory factors. Then AMOS Ver. 25 is applied to the Confirmatory Factor Analysis, Discriminant Validity and hypothesis testing of the Structural Equation Modeling. Finally, the following research conclusions could be obtained from the hypothesis testing. Results - Firstly, in the extended IS model, quality factor for hypothesis testing, service quality, information quality and delivery quality have obviously present positive influences on satisfaction respectively. Secondly, in the hypothesis testing part of ECM-ISC model and UTAUT model, all hypotheses have presented accepted results. Especially from expectation confirmation to usefulness perception, the influence factor achieves 12.603, In the hypothesis of continuance intention, the influence factor of social influence on continuance intention is 7.748 and also it is the most remarkable one. Conclusions - The results show that the service quality of O2O fresh agricultural products e-commerce has the greatest impact on satisfaction, while the perceived usefulness of consumers has the most significant impact on O2O fresh agricultural products for sustainable use intention. This thesis makes up for the blank of O2O fresh food e-commerce for sustainable use intentions, and provides a theoretical basis for consumers' sustainable use behavior, and practical enlightenment for the sustainable development of O2O fresh agricultural products e-commerce.
- keywords
- Fresh Agricultural Products, O2O, Expectation Confirmation, D&, M Model, ECM-ISC Model, Continuous Intention
참고문헌
Bae, B. R. (2017). Amos 24 structural equation modeling, Crbooks.
Bahaddad, A. A. (2017). Evaluating M-commerce systems success: Measurement and validation of the DeLone and McLean model of IS success in Arabic society (GCC Case Study). Journal of Business Theory and Practice, 5(3), 156.
Bhattacherjee, A., Perols, J., & Sanford, C. (2008). Information technology continuance: A theoretic extension and empirical test. Journal of Computer Information Systems, 49(1), 17-26.
Chen, L. Y., Klièek, T., & Tsai, C. C. (2018). Exploring M2O Service System and Its Impact on Continuous Use Intention. International Journal of Advanced Studies in Computers, Science and Engineering, 7(5), 11-16.
Chung, N. H., Lee, H. A., & Kim, J. M. (2014). Factors Affecting Satisfaction and Continued Usage Intention of Mobile Augmented Reality App on Cultural Heritage Tourism. Journal of Tourism and Leisure Research, 26(8), 55-72.
Dai, W. Q., & Lee, J. H. (2018). Effects of Website Characteristics and Delivery Service Quality on Repurchase Intention. The International Journal of Industrial Distribution & Business, 9(5), 17-24.
Delone, W. H., & Mclean, E. R. (2004). Measuring e-commerce success: Applying the DeLone & McLean information systems success model. International Journal of electronic commerce, 9(1), 31-47.
Gao, T. L., & Ko, H. J. (2017). A Study on the Last Mile Delivery for B2C Fulfillment of Fresh Food e-Commerce in China. E-Trade Review, 15(2), 51-71.
George, D., & Mallery, P. (2016). IBM SPSS statistics 23step by step: A simple guide and reference. Abingdon, United Kingdom: Routledge.
Gu, W., & Lee, J. H. (2017). A Study on the Use Intention of Smart Home APP based on IoT -Focusing on the China Market. The e-business studies, 18(6), 195-212.
Hashim, K. F., & Tan, F. B. (2015). The mediating role of trust and commitment on members’ continuous knowledge sharing intention: A commitment-trust theory perspective. International Journal of Information Management, 35(2), 145-151.
Hsieh, Y. H., Chiu, H. H., & Chang, W. L. (2018). Examining the Determinants of Valuable Customer Experiences in O2O Commerce Contexts. AMCIS2018.
iResearch(2018). 2018 China Fresh E-commerce Industry Consumption Report in 2018.
Joo, H. C., Kim, J. H., & Kwon, H. I. (2018). An Intention of Consistent Use of Sport O2O Service App Based on Expectation-Confirmation Model. Korean journal of physical education, 57(2), 195-212.
Kang, J. W., & Namkung, Y. (2018). The information quality and source credibility matter in customers’evaluation toward food O2O commerce. International Journal of Hospitality Management. In Press, Corrected Proof
Karahanna, E., & Straub, D. W. (1999). The psychological origins of perceived usefulness and ease-of-use. Information & Management, 35(4), 237-250.
Kim, B. (2010). An empirical investigation of mobile data service continuance: Incorporating the theory of planned behavior into the expectation–confirmation model. Expert systems with Applications, 37(10), 7033-7039.
Kim, H. J. & Rha, J. Y. (2017). Impacts of the O2O Mobile Order and Pay Services Continued Use Intention: Usage Frequency Moderating Effect. Journal of Consumption Culture, 20, 199-226.
Kim, J. H., Seo, S. S., & Lee, J. H. (2011). A Study on the Influence of Customer Satisfaction and Loyalty by the Logistic Service Quality of Internet Shopping Mall. The Journal of Business Education, 26, 443-461.
Lee, H. Y. (2017). Research methodology, Crbooks.
Lee, K. R., Kim, M. S., & Lee, S. J. (2018). A Study on the Influence of Telephone Apprehension Affecting Continuous Use Intention of Mobile O2O Commerce. Journal of Digital Contents Society, 19(4), 661-671.
Lee, O. J., & Yang, D. W. (2017). A Study on the Effect of O2O Service Quality on User Satisfaction and Intention of Reuse. Journal of Digital Convergence, 15(6), 165-178.
Lee, S. L., Son, J. Y., Ha, H. R., & Kim, M. J. (2014). Consumer Anxiety on Foods hazards and Satisfaction with Food-related Life - Focusing on the effects of subjective consumer competency and safe food purchasing behavior -. Journal of consumer policy studies, 45(2), 137-157.
Lee, Y. M., Jun, S. Y., & Choi, J. Y. (2018). A Comparative Study on Quality Factors Affecting Repurchase Intention of O2O Service. The journal of professional management, 21(2), 403-427.
Lin, X., Featherman, M., & Sarker, S. (2017). Understanding factors affecting users’ social networking site continuance: A gender difference perspective. Information & Management, 54(3), 383-395.
Mi, Y. C., Chang, K. J., & Kyeong, S. H. (2017). A Study on the Adoption Intention of O2O-based Food Delivery Agency Service: Focused on the Small Traders in the Restaurant Industry. Korea Journal of Business Administration, 30(7), 1257-1282.
Moon, Y. J. (2016). The Study of Service Quality Model in O2O(Online-to-Offline) Context. Management &Information Systems Review, 35(3), 213-230.
Oghuma, A. P., Libaque-Saenz, C. F., Wong, S. F., & Chang, Y. (2016). An expectation-confirmation model of continuance intention to use mobile instant messaging. Telematics and Informatics, 33(1), 34-47.
Oh, M. G., & Hyun, B. E. (2016). A Study on Logistics Service Quality and Repurchase Intention in the Mobile Food-Shopping. Korea Logistics Review, 26(4), 39-54.
Petter, S., DeLone, W., & McLean, E. R. (2013). Information systems success: The quest for the independent variables. Journal of management information systems, 29(4), 7-62.
Roh, M., & Park, K. (2018). Adoption of O2O food delivery services in South Korea: The moderating role of moral obligation in meal preparation. International Journal of Information Management. In Press, Corrected Proof
Shin, J. Y., Park, S. Y., & Kim, D. H. (2006). The Study on the Determinants of Online Shopping Purchase Intention: The Roles of Off-line Shopping Attributes. Korea Journal of Business Administration, 19(2), 529-560.
Vedadi, A., & Warkentin, M. (2016). Continuance Intention on Using Mobile Banking Applications: A Replication Study of Information Systems Continuance Model. AIS Transactions on Replication Research, 2(1), 7.
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology:Toward a unified view. MIS quarterly, 425-478.
Wang, L. Y., & Kim, M. J. (2017). A Study on the Customer Continuance Intention of O2O E-commerce Mobile Platform. The e-business studies, 18(3), 187-199.
Won, J. Y., Kang, H. C., & Kim, B. Y. (2017). The Effect of Food Online-to-Offline (O2O) Service Characteristics on Customer Beliefs using the Technology Acceptance Model. Culinary Science & Hospitality Research, 23(7), 97-111.
Wong, R. M. M., Wong, S. C., & Ke, G. N. (2018). Exploring online and offline shopping motivational values in Malaysia. Asia Pacific Journal of Marketing and Logistics, 30(2), 352-379.
Yu, B. H., Yang, Y. Q., Sun, J. L., Qin, J., & Xu, Y. (2015). The Effects of Customer Offline Experience and Merchant Offline Presence on Customer Acceptance of Community O2O Ecommerce. Chinese Journal of Management, 12(11), 1658-1663.
Yu, X., & Ren, X. (2018). The impact of food quality information services on food supply chain pricing decisions and coordination mechanisms based on the o2o e-commerce mode. Journal of Food Quality, 2018(3), 1-18.
- 다운로드 수
- 조회수
- 0KCI 피인용수
- 0WOS 피인용수