The O2O Commerce Situation and Research of Consumers’ Purchasing Pattern in O2O Commerce in Korea

Abstract

Purpose This paper aims to contribute to the development of O2O(Online to Offline) commerce in Korea by deriving its implications by examining the current status of O2O commerce in Korea and investigating the purchasing behavior of consumers. Design/Methodology/Approach Online companies are expanding their business and traditional offline retailers are concentrating on catching customers by incorporating O2O into their trading methods. O2O commerce is to attract consumers from online to offline stores. In order to understand the current situation of O2O food delivery service, this paper searches into the consumers’ purchasing pattern in O2O food delivery service by sampling the college students in Seoul. Findings Initially, the O2O industry was started by making offline purchases through online purchases using smartphone apps, but now, purchasing daily services through O2O is a big trend in food delivery service. The recognition of delivery apps was surveyed in the order of Baemin, Yogiyo, and Coupang Eats, and Baemin and Yogiyo dominate the delivery app market and it has become so common that consumers use delivery apps more than once a week. Research Implications Based on various services aimed at gaps in small and medium-sized O2O platforms, food delivery services are the field of O2O commerce that can enrich the industrial ecosystem and produce high added value. In order to make the O2O food delivery service convenient for consumers, above all, it is necessary to find a way to solve the problem of high delivery fees.