A Study on the Effects of Characteristics of O2O on Attractiveness, Trust and Users' Intention

This study is based on the results from the previous one. It proved that ease of use, interaction, price, entertainment, safety and experiential are the major characteristics of O2O. Research model and hypotheses by using the attractiveness and trust flow as mediator, users' intention is the dependent variable and Korea and China user as moderator. The result of study model verification is as below. First, all characteristics of O2O have positive effect on attractiveness. Second, all characteristics of O2O have positive effect on trust, except for the ease of use. Third, the attractiveness and trust has positive effect on users' intention. The last, the characteristics of O2O have significant difference in attractiveness and trust according to Korea and China user. The results of this study presented the strategic implications for operators at O2O area.