기술수용모델과 계획된 행동이론을 적용한 O2O 앱의 사용 의도의 영향에 관한 연구

A Study on the Influence of Usage Intention of O2O Apps Applying TAM and TPB

Purpose – The purpose of this study is to contribute to the development of research literature by verifying the factors that affect the intention to use O2O apps, which are innovative technologies, and by presenting managerial implications. Design/Methodology/Approach – The technology acceptance model and the planned action theory were integrated into the theoretical background of this research model with various product choices and convenience as external variables. Data were collected through Google online surveys, and model validity and reliability were analyzed using SPSS and AMOS statistical programs. Findings – By integrating the TAM and TPB modelswe found that the strongest predictor of intention to use was perceived behavioral control. The role of external variables was confirmed. Research Implications – It was confirmed that both convenience and product diversity are related to determining the usefulness of O2O apps. Since perceived behavioral control is the variable that best predicts intention to use, administrators should define services that can maximize individual purchasing abilities.