A Study on the Effects of O2O Characteristics on Attractiveness, Trust and Users` Intention : Focused on Food Service Industry between Korea and China

This study attempted to elicit the attributes of O2O from the perspective of consumers and suggest some directions from the results. This study was conducted to meet the goals with theoretical research and empirical ones. Total 464 samples were collected by survey for a month. Excluding 42 Insincerity or incomplete samples, 420 samples (Korean 210 samples and Chinese 210 samples) were used for analysis. The result of the study model verification is below. Firstly, all of the characteristics of O2O have positive effect on attractiveness. Secondly, all of the characteristics of O2O have positive effect on trust, except for the ease of use. Thirdly, the attractiveness and trust have positive effect on users` intention. Lastly, the characteristics of O2O have significant difference in attractiveness and trust according to South Korean and Chinese users. The results of this study presented the strategic implications for operators in O2O area. The findings are as follows. Namely, It proved that ease of use, interaction, price, entertainment, safety and experience are the major characteristics of O2O. With research model and hypotheses by using the attractiveness and trust as mediators, users` intention is the dependent variable, and Korean and Chinese users are moderator.