A Study on the Effect of Perceived Value of O4O Service in the Accommodation Industry on Switching Cost, Trust Transfer, and Visit Intention

Purpose - The purpose of this study was to examine the structural relationships among perceived value, switching costs, trust transfer, and visit intention. Based on previous studies, the above variables were used as components of a questionnaire. Design/methodology/approach - The survey was carried out from November 1 to November 39, 2018, on visitors of ‘Yeogieottae and ‘Yanolja’. A total of 250 questionnaires were handed out during this period, and 220 questionnaires were used for analysis. Findings - The results of hypothesis testing indicated that perceived value (economic value and functional value) positively influenced switching costs (learning cost and sunk cost), trust transfer and visit intention, thus supporting H1, 2, and 3. As expected, switching costs (learning cost and sunk cost) positively influenced visit intention, thus supporting H4, and trust transfer also had a positive effect on visit intentions, thus supporting H5. Research implications or Originality - Research results show that O2O service companies understand the importance of O4O service values, which can lead customers to visit related offline lodging businesses continuously after an online visit.