ν©λ¦¬μ κ°μΉ μλΉλ₯Ό ν¬λ§νλ μλΉμμ κ²½μ μ
ν 극볡 λμ±
μ κ°κ΅¬νλ μ¬μ
μμ νμλ‘ μΈν΄ O2Oνλ«νΌ μλΉμ€λ λ§μΌν
μ μ€μν μλ¨μ΄ λμλ€. νΉν O2Oνλ«νΌ μλΉμ€μ μ΄μ©νΉμ±μ νμ
νκ³ ν€μ΄ μμ μν λ§μ‘±λλ₯Ό 맀κ°ν¨κ³Όλ‘ μ§μμ¬μ©μλμ λ―ΈμΉλ μν₯μ νμ
νκ³ μνλ κ²μ΄ λ³Έ μ°κ΅¬μ λͺ©μ μ΄λ€. O2Oνλ«νΌ μ΄μ©νΉμ±μ μν₯μ λ―ΈμΉλ λ³μλ₯Ό μ΄ν΄λ³΄κΈ° μν΄ νκΈ°μμ©λͺ¨λΈμ κ·Όκ±°λ‘ μ΄μ©μ©μμ±, μνΈμμ©μ±, κ²½μ μ±, μ€λ½μ±, μμ μ±, μ§μμ¬μ©μλ, ν€μ΄ μμ μν λ§μ‘±λκ°μ κ΄κ³λ₯Ό κ·λͺ
νμλ€. 2018λ
11μ 5μΌλΆν° 11μ 9μΌκΉμ§ O2Oνλ«νΌ μλΉμ€ μ΄μ©κ²½νμ΄ μλ λνμκ³Ό μΌλ°μΈμ λμμΌλ‘ μ€λ¬Έμ§λ₯Ό λ°°ν¬νμ¬ 350λΆλ₯Ό νμ νμλ€. λΆμ€κΈ°μ¬ 96λΆλ₯Ό μ μΈνκ³ 254λΆμ μ ν¨ νλ³Έμ SPSS 22μ AMOS 22λ₯Ό ν΅ν΄ κ°μ€κ²μ¦μ μννμλ€. κ°μ€κ²μ¦ κ²°κ³Ό 첫째, O2O ν€μ΄ μμ μν νλ«νΌ μλΉμ€ μ΄μ©νΉμ±μ μ΄μ©μ©μ΄μ±, μνΈμμ©μ±, μ€λ½μ±μ ν€μ΄ μμ μν λ§μ‘±λμλ μ§μ μ μΌλ‘ μ μνμ (+)μ μν₯μ λ―ΈμΉλ κ²μΌλ‘ λνλ¬κ³ , μ΄μ©μ©μ΄μ±, μνΈμμ©μ±, μ€λ½μ± λͺ¨λ μ§μμ¬μ©μλμλ μ§μ μ μΈ μν₯μ λ―ΈμΉμ§ μμμΌλ, λ§μ‘±λλ₯Ό ν΅ν΄ κ°μ μ μΌλ‘ μ μν μ (+)μ μν₯μ λ―ΈμΉλ κ²μΌλ‘ κ·λͺ
λ μλ€. λμ§Έ, O2O ν€μ΄ μμ μν νλ«νΌ μλΉμ€ μ΄μ©νΉμ±μ κ²½μ μ±μ ν€μ΄ μμ μν λ§μ‘±λμ μ§μμ¬μ©μλ λͺ¨λμ μ μν μ (+)μ μν₯μ λ―ΈμΉλ κ²μΌλ‘ λνλ¬μΌλ©°, λ§μ‘±λμ 맀κ°ν¨κ³Όλ μ μνμ§ μμλ€. μ
μ§Έ, O2O ν€μ΄ μμ μν νλ«νΌ μλΉμ€ μ΄μ©νΉμ±μ μμ μ±μ ν€μ΄ μμ μν λ§μ‘±λμ μ§μμ¬μ©μλ λͺ¨λμ μ μν μν₯μ λ―ΈμΉμ§ μλ κ²μΌλ‘ κ·λͺ
λμλ€. λ³Έ μ°κ΅¬λ λ€νΈμν¬ ν¨κ³Όλ₯Ό ν΅ν΄ κ·λͺ¨μ κ²½μ λ₯Ό μ€ννκ³ μλ O2Oνλ«νΌ μλΉμ€λ₯Ό λμμΌλ‘ μ΄μ©μμ ν€μ΄ μμ μν λ§μ‘±λ λ° μ§μμ¬μ©μλμ λ―ΈμΉλ κ΄κ³λ₯Ό κ·λͺ
νμλ€λ μ μ μμκ° μμΌλ©°, κ΄λ ¨ μ
κ³μ O2Oνλ«νΌ μλΉμ€νμ§ κ°λ°κ³Ό νμ©μ μμ¬μ μ μ 곡ν μ μμ κ²μ΄λ€.O2O platform service has become an important means of marketing due to the need of consumers wishing to spend reasonable value and operators seeking measures to overcome bad management. In particular, the purpose of this study is to identify the usability characteristics of O2O platform services and to identify the effects of hair treatment product satisfaction on the intended use of the product as a medium. In order to examine the variables that affect the usage characteristics of O2O platform, the relationship between usability, interactivity, economy, entertainment, safety, persistence, and satisfaction of hair treatment products was identified based on the later acceptance model. From November 5 to November 9, 2018, 350 copies were collected by distributing questionnaires to university students and the public who had experience using O2O platform services. With the exception of 96 parts of non-conforming apparatus, 254 effective samples were performed through SPSS 22 and AMOS 22. First, it was found that the usability, interactivity, and entertainment of O2O hair treatment product platform service use characteristics had a direct significant impact on hair treatment product satisfaction and that although usability, interactivity and entertainment all did not directly affect the intended use, they had an indirect (+) effect through satisfaction. Second, the economics of using O2O hair treatment platform service was shown to have a significant positive effect on both the satisfaction of hair treatment products and the intended use, and the mediated effect of satisfaction was not significant. Third, it has been established that the safety of the O2O hair treatment platform service use characteristics does not have a significant effect on both the satisfaction of the hair treatment product and the degree of continued use. This study is meaningful that O2O platform services, which are realizing economies of scale through network effects, have identified their relationship to users satisfaction with hair treatment products and their intended use, and it will be able to provide implications for the development and utilization of the service quality of the relevant industry O2O platform.