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O2O 비즈니스 기회분석 프레임워크 개발Developing a Framework for Opportunity Analysis of O2O Business
- Other Titles
- Developing a Framework for Opportunity Analysis of O2O Business
- Issue Date
- 2018
- Publisher
- 한국인터넷전자상거래학회
- Keywords
- O2O business; transaction cost; involvement; on-off density; opportunity analysis
- Citation
- 인터넷전자상거래연구, v.18, no.1, pp.157 - 172
- Indexed
- KCI
- Journal Title
- 인터넷전자상거래연구
- Volume
- 18
- Number
- 1
- Start Page
- 157
- End Page
- 172
- ISSN
- 1598-1983
- Abstract
- The purpose of this study is to develop an analytic framework for O2O business, which is expected to continue to grow. The proposed framework solves the limitations on the usability and purchase decision process in the mobile environment due to the provision of convenient services and the spread of smartphones. We focused on the factors influencing consumers' online and offline channels such as consumer involvement and transaction costs. This paper presents an opportunity analysis framework of O2O business that focuses on transaction cost and on-off density. As a result, this paper provides propositions and models for future research.
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Collections - Graduate School > Department of Corporate Management > 1. Journal Articles
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