O2O 플랫폼 품질이 자영업자의 디지털 전환에 미치는 영향

• 영문명: Study on the Influencing Factors of Business Performance and Loyalty in O2O Industry: Focusing on the Food Delivery Apps
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 현대용(Dae Yong Hyun) 김선영(Sun-Young Kim) 이병헌(Byungheon Lee)
• 간행물 정보: 『아태비즈니스연구』제15권 제1호, 193~207쪽, 전체 15쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2024.03.30

영문 초록

Purpose - With the increase of non-face-to-face activities due to the spread of COVID-19, O2O industry has grown rapidly which reduces contact points between suppliers and consumers. O2O platform is now recognized as an indispensable channel of distribution, but the voice is getting louder that it is necessary to check how it contributes to the performance of suppliers or how its fee system or contract terms affects the expansion of O2O industry as the leading companies tend to monopolize the market. Design/methodology/approach - In this study, the scope was limited to the restaurant industry in which transactions are the most active among the O2O industry and a regression analysis was done on 775 businesses that had used guarantor service from the Seoul Credit Guarantee Foundation. Findings - Analysis on the impact of O2O platform system, information, and service quality on the business performance of the sole proprietors revealed that the system quality represented by ease of use and the information quality determined by level of timely, accurate and reliable information provided to the consumers have a statistically significant effect on the improvement of business performance. In addition, the effect of business performance on the loyalty measured by the likelihood of users continuing to use the service as well as recommending it to others was moderated by the satisfaction with contract terms, not by the fee system. Research implications or Originality - Although the number of O2O platform providers has increased manyfold, the membership rate is no more than 20%, which means that the small business owners are still struggling with digital transformation. In order for the O2O industry, which is now commonplace, to form a healthy ecosystem that satisfies both suppliers and consumers, the standard contract guidelines that are acceptable to both parties must be established and the O2O providers must offer services that help suppliers to improve performance.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경과 연구가설

Ⅲ. 연구방법론

Ⅳ. 실증 결과

Ⅴ. 결론 및 토의

References

키워드

Digital Transformation Food Delivery Apps O2O platform Unfair Contracts