국내 · 외 O2O 산업의 사례연구와 실증분석

O2O Platform and Frequency of Usage in the Domestic and Global Industry

As more and more smart-phones become more functional, the number of O2O service users will increase dramatically. Moreover, platform operators will also develop various services. Therefore, in this study, we conducted survey of O2O platform consumers platform usage and frequency of use. We define O2O industry, examine the domestic and overseas industry trends, and analyze the change hehavior of domestic and overseas O2O industry through case study method. In particular, we analyze the behavior of O2O service market in everyday, periodic and information service industries through the case study in O2O industry linking online and offline shopping. In addition, the electronic commerce such the O2O market is activated by application developers of platform companies. Survey results showed that O2O platform consumers find it essential that the speed of web loading should be fast when the consumer connects, the payment method should be simple when paying, the security should be thorough, and refund should be easy. Also, because consumers are interested in product reviews before purchasing, platform operators should strategize accordingly by offering excellent customer service inclusive coupon and discount.