Changes in Global Business Strategies in the Fourth Industrial Revolution: Focusing on iBeacon Service of Starbucks

• 발행기관: 한국무역학회
• 저자명: Wen Ya Li Jellna Chung Tulsi Paudel Yeong Gug Kim
• 간행물 정보: 『Journal of Korea Trade (JKT)』Vol.29 No.4, 131~155쪽, 전체 25쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2025.06.30

국문 초록

Purpose - This study empirically investigates the integration of E-SERVCON and the Expectation Confirmation Model (ECM) to evaluate the continuance intention of iBeacon-based Siren Order services in global business strategies. It specifically examines the service convenience dimensions and their impact on customer satisfaction, perceived usefulness, and continuance intention. Design/Methodology - A survey-based approach was employed, collecting data from 376 valid responses. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were conducted to analyze the relationships among E-SERVCON dimensions (access, decision, transaction, benefit, and post-benefit convenience) and ECM constructs (confirmation, perceived usefulness, satisfaction, and continuance intention). Findings - The results show that access, decision, transaction, and benefit convenience significantly influence expectation confirmation, affecting perceived usefulness, satisfaction, and continuance intention. However, post-benefit convenience does not significantly impact expectation confirmation. Satisfaction and perceived usefulness play pivotal roles in shaping continuance intention, with satisfaction exhibiting a stronger effect. Originality/value - This study is the first to integrate E-SERVCON and ECM frameworks in the context of iBeacon technology. It advances service convenience theory by incorporating customer expectation and satisfaction metrics, offering practical insights for international firms using proximity-based marketing strategies to enhance customer retention.

목차

1. Introduction

2. Literature Review

3. Methodology

4. Findings

5. Discussion and Conclusions

References

키워드

e-SELFQUAL E-SERVCON iBeacon Service Changing The Business Strategy Digital Transformation