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모바일 애플리케이션 광고 이용자의 지각된 인식과 서비스 회복에 관한 연구
강문영(Moonyoung Kang),지영수(Yongshou Chi),임성은(Sungeun Lim),한경석(Kyeongseok Han) 한국IT서비스학회 2016 한국IT서비스학회지 Vol.15 No.1
In general, service failure occurs inevitably and the customers who experienced the greater dissatisfaction have the higher expectations of service recovery. However, most of the previous studies have focused on the evaluation and risk factors of pre-service quality. Thus, this study is contrary to the numerous previous studies and focus on the effectiveness of mobile application advertisement users’ perceived perception on service recovery after service fails. A research model presented in this study is based on the Equity Theory and deeply evaluated the effectiveness of Distributive Justice, Interactional Justice, and Authenticity Relevance on Service Recovery. The survey of this study was conducted among 286 users who have experienced a services recovery of mobile application advertising. As a result, among all the factors of users of mobile application advertising, Distributive Justice, Interactive Justice, and Relevance have a positive impact to Satisfaction. In addition, Distributive Justice, Authenticity and Satisfaction also have a positive impact to Trust. Ultimately, Satisfaction and Trust have a positive impact to Service Recovery. The results of this study are expected as a reference for presenting a new business model for mobile application advertising industry, reducing business risk and enriching the related researches.
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O2O 커머스에 대한 소비자들의 이용 중단 의도에 관한 실증적 연구
지영수(Yongshou Chi),강문영(Moonyoung Kang),한경석(Kyeongseok Han) 한국인터넷전자상거래학회 2015 인터넷전자상거래연구 Vol.15 No.4
Along with the fast development of telecommunications, it drives people to access the Internet more immediately and easily at anytime and from anywhere. Due to the impact, e-commerce industry has seen various innovations and rapid growth. Recently, a brand new type of e-commerce called O2O(Online to Offline) which combines great customer experience and excellent price competitiveness from offline and online commerce has become the mainstream. Nevertheless, O2O global industry is still in its infancy. In terms of domestic O2O industry, aside from mobile application based food delivery services, very few performers show the corresponding achievements. Therefore, this study investigated the negative consumer perception of O2O commerce and identified the causal relationship among user resistance and discontinuance intentions. In addition, conclusions were drawn from the empirical analysis using structural equation modeling methodology and the survey. Ultimately, the results of this study provide a number of theoretical and practical implications.
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가치기반수용모델에 기반한 O2O 커머스 소비자의 구전의도에 관한 연구: 한·중 소비자의 비교를 중심으로
지영수 ( Yongshou Chi ),강문영 ( Moonyoung Kang ),최정일 ( Jeongil Choi ) 정보통신정책학회 2016 정보통신정책연구 Vol.23 No.4
The rapid increase and dissemination of mobile devices, such as smartphones, has facilitated the provision of real-time location-based information to customers via smartphones. Customers` ability to immediately utilize such information increases the probability that the flow of information will lead to an actual purchase. Additionally, global internet companies and ICT startups, notably Google, Amazon, AirBnB and Uber, have pioneered the development of Online-to-Offline commerce (O2O) based on the Internet-of-Things (IoT) and Big Data analysis. But with the recent increase in offline businesses actively embracing the concept of O2O and their commitment toward attracting customers, O2O has become a field of great interest for many businesses, online and offline alike. While online companies are expanding their frontlines to the broader commerce market, offline companies are actively strengthening their online capacity through aggressive investment. Nevertheless, related research has been lacking in both qualitative and quantitative spheres compared to the impressive speed of development of the domestic O2O industry. Empirical studies of domestic O2O commerce are still conducted largely from the perspective of customer satisfaction or customer acceptance, but the current stage calls for more advanced and broader research. Furthermore, there is an increasing need to compare and analyze O2O consumers in different regions. In light of the above, this study identifies the factors that influence the perceived value and the word-of-mouth intentions of consumers of O2O commerce based on the Value-based Acceptance Model, and analyzes the differences between Korean and Chinese consumers regarding their perception of the act of “shopping”. The results of this study will not only serve as a useful reference for researchers undertaking research in related fields but, from a practical perspective, also provide necessary data for the establishment of O2O marketing strategies differentiated by regions.
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