국내 편의점 O4O 특성이 지속사용의도에 미치는 영향에 관한 연구 = A Study on the Impact of O4O Characteristics in Convenience Stores on Continuance Usage Intention

다국어 초록 (Multilingual Abstract)

This study empirically examines the impact of Online for Offline(O4O) characteristics in domestic convenience stores on customer satisfaction and continuance intention. The O4O characteristics derived from a literature review are categorized into convenience, accessibility, mobile app quality, and personalization. Based on the Technology Acceptance Model(TAM) and the Expectation-Confirmation Model(ECM), a research model and hypotheses were designed. The hypotheses were tested through reliability analysis, confirmatory factor analysis, and path analysis using structural equation modeling, based on survey data from adults with experience using O4O services in domestic convenience stores. The results revealed that, among the O4O characteristics, convenience and personalization did not significantly affect customer satisfaction, while accessibility and mobile app quality did have a significant impact. Furthermore, customer satisfaction was found to be an important factor influencing the intention to continue using the service, but it did not mediate the relationship between the independent variables (convenience, accessibility, mobile app quality, personalization) and the intention to continue using the service. This study is significant in providing empirical insights into the O4O services of convenience stores, an area where previous research has been limited. Future research should provide more detailed practical guidelines through a more in-depth analysis of O4O characteristics. Additionally, further studies are needed to clarify the complex role of customer satisfaction in the relationship between O4O characteristics and the intention to continue using the service.

국문 초록 (Abstract)

본 연구는 국내 편의점 O4O(Online for Offline) 특성이 고객만족도와 지속사용의도에 미치는영향을 실증적으로 검증하였다. 문헌 고찰을 통해 도출한 O4O의 특성은 편리성, 접근성, 모바일 앱품질, 개인화로 구분하였고, 기술수용모델(TAM)과 기대일치모델(ECM)을 기반으로 연구 모형과 가설을 설계하였다. 연구 가설은 국내 편의점 O4O 서비스를 이용한 경험이 있는 성인들의 설문 결과에의해 신뢰도 분석, 확인적 요인분석, 구조방정식을 통한 경로분석으로 검증하였다. 검증 결과 O4O 특성 중, 편리성과 개인화는 고객만족도에 유의미한 영향을 미치지 않은 반면, 접근성과 모바일 앱 품질은 유의미한 영향을 미치는 것을 발견하였다. 또한 고객만족도는 지속사용의도에 중요한 영향을 미치는 요인으로 나타났지만 독립변수(편리성, 접근성, 모바일 앱 품질, 개인화)와 지속사용의도의 관계를매개하지 않는 것으로 나타났다. 본 연구는 선행 연구가 제한적이였던 편의점 O4O 서비스에 대한 실증적 인사이트를 제공했다는 점에서 의의가 있다. 향후 연구에서는 O4O의 특성에 대한 보다 세부적인 분석을 통해 구체적인 실무 가이드라인을 제시할 필요가 있다. 또한 O4O의 특성과 지속이용의도관계에서 고객만족의 복잡적인 역할을 규명하기 위한 추가 연구가 필요할 것이다.

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