국내 숙박 O2O서비스의 재이용 의도에 미치는 영향요인 분석

Abstract

Purpose: The purpose of this study is to gradually increase the use of O2O services in recent years. It is a part of our daily lives, and accommodation/leisure is a part of the growing use of O2O services. Based on various prior research related to O2O service, the Commission intends to establish the justification and necessity of empirical research and to establish the relationship between O2O service impact factors and practical value, customer satisfaction and reuse intention. Design/methodology/approach: This study analyzed what factors affected the intention of re-use of domestic accommodation O2O services. This research model was proposed based on the preceding research paper, and reliability, diversity, economics, leisure, safety and personalization were used as independent variables, practical value and customer satisfaction are parameters, and reuse intent is composed of dependent variables. Within the last year, users of domestic accommodation applications were selected as users who used domestic accommodation applications more than once, and data of domestic accommodation application users were analyzed using the SPSS 25.0 and AMOS 20.0 programs. Findings: The results of this study show that economic efficiency, safety and personalization have significant effects on practical values in the relationship between O2O service impact factors and their impact on practical values. On the other hand, reliability, diversity and leisure were found to have no significant impact on practical values. In terms of O2O service impact factors and their impact on customer satisfaction, leisure and safety have significant effects on customer satisfaction. On the other hand, reliability, diversity, economics, and individualization have shown no significant impact on customer satisfaction. Practical values, parameters, customer satisfaction, and re-use intent, which are dependent variables, were also shown to have significant effects on practical values and customer satisfaction in the relationship.