A Comparative Study on the Effect of Service Quality of Firms Undertaking O2O Commerce on Customer Satisfaction and Repurchase Intention in Korea, China and Japan

This study examined the current status of O2O (Online to Offline) market in Korea, China and Japan and analyzed empirically the effect of service quality of O2O commerce on customer satisfaction and repurchase intention after classifying the O2O service structure into online service and offline service. Moreover, as the follow-up study of Moon Hee-Cheol, Yu Ruihui and Chung Jae-Eun (2018), the comparative study between Korean and Chinese O2O commerce, Parasuraman et al. (1985)’s SERVQUAL model and Bhattacherjee (2001)’s Post Acceptance Model (PAM) were used. The SPSS 24 statistical package and the AMOS 24 program were utilized in empirical analysis. According to the literature review, Korea and Japan’s online shopping malls have similarities in terms of environment including marketing strategy. On the other hand, the Chinese O2O commerce market is not yet stable and reliable particularly relative to its security system or electronic payment system. Such theoretical background seems to be reflected in the empirical results. Which show that there is a moderating effect of the country variable among 3 countries. Based on results, Korean and Japanese O2O commerce firms need to improve the cooperation between Online and Offline business. Meanwhile, Chinese O2O commerce firms should make an effort to improve their Online service quality.