The Influence of O20 Service Usability on the Purchase Intention through Reliability Formation Process : Focusing on Smart Order of F&B industry

With the popularity of smartphones, the limitations of media access tools have been removed, and marketing using location-based services has been activated due to digital technology development, attracting customers via O2O(online to offline) service, or online, and leading to offline marketing. O2O stands for Online to Offline, a new business model that connects and combines online and offline. It is expected that the O2O service will emerge as the most promising business in the IoT era, among which the Smart order, which is the leading business, will be the marketing service especially for the Korean food and restaurant industry. In this study, it is investigated how the accessibility, ease and innovation of smart orders affect usability, and then this affects reliability, and whether this formed reliability affects the intent to purchase. At this time, the TAM Theory was applied to predict the consumer’s intention to accept the technology based on its usefulness. As a result, accessibility, ease of use, innovation, and ease of smart order, among the three external variables applying the model of the structural equation, had the greatest impact on usability. Accordingly, the restaurant industry, especially franchise companies, should highlight the ease of smart orders and establish marketing strategies for the O2O service infrastructure.