중소유통기업의 O2O서비스 요인과 지속이용의도 간의 연구 = A Study on the Factors of O2O Service and the Intention of Continuous Use of Small and Medium-sized Distribution Companies

다국어 초록 (Multilingual Abstract)

The use of computers, the Internet, and smartphones has become a necessity, not an option. And in social life, including business, the use of IT devices has become a means of securing new competitiveness and a powerful weapon of maintaining competitiveness and re-creating future competitiveness. In particular, the business environment moved offline and online. It also grew rapidly with a mobile environment that strengthens
portability and mobility. Efforts to create new business opportunities by linking online and offline have continued to date as growth and stagnation have continued. This can be attributed to a variety of causes, including a lack of IT technology, lack of infrastructure, and inexperience of users. However, these problems are improving. And O2O service is developing.This study is about the O2O service platform, which is expanding online and offline to business service platforms. It is also a research that is applied to small and medium-sized distribution companies. The O2O service components suitable for small and medium-sized distribution companies were divided into suitability, ease, convenience, reciprocity, and verification, and the impact of these components on their intended continuous use was analyzed. These results will help to substantially expand the business of small and medium-sized distributors. To this end, a prior literature study was conducted to establish the model and hypothesis of the study and to describe its theoretical background. The research survey was conducted on officials from small and medium-sized distribution companies, and the research model and research theory were tested by statistically processing them. Statistical program SPSS 23.0 was used for the demographic analysis and research reliability and feasibility tests of survey respondents, and AMOS 23.0 was used to test the theory of research. Studies show that all factors were having a significant impact. As a result, small and medium-sized distribution companies will have to establish and utilize O2O services in order to secure competitiveness.