중국 O2O 서비스 사용자의 오프라인 외식업체 플랫폼에 관한 연구

Abstract

The development of O2O services is only about 10 years old, and there is no company that monopolizes the O2O platform in each field yet. Regarding these problems, O2O platform managers can succeed only when they are accurately aware of the nature of O2O and the company's future development. This study is a study on offiine factors that affect offiine satisfaction and reuse intention using China's offiine O2O delivery platform as a research model. The factors affecting oftline satisfaction were studied by dividing them into oftline service quality and delivery company quality. Oftline service quality was divided into delivery quality and menu quality. Oftline delivery company quality was divided into product quality and environmental quality. A total of 152 valid questionnaires (160 issued in total) were collected through an online survey in China, and basic statistics (SPSS 23.0) and hypothesis testing (Smart PLS 4.0) were used after data research. The results of the study are as follows. In oftl ine service quality, delivery quality had a positive effect on offiine satisfaction, but menu quality did not. In offiine delivery company quality, product quality had a positive effect on offiine satisfaction, but environmental quality did not have a positive effect. Offiine satisfaction had a significant positive effect on intention to reuse. In conclusion, we tried to improve the oftline platform and customer's reuse intention by breaking away from the online platform that is continuously being studied in the O2O delivery service. In O2O, we propose a strategy to strengthen the offiine platform to increase the securing of sustainable customers for delively services.