The Effect of O2O Service Characteristics on Behavioral Intention through the Satisfaction and Dissatisfaction Coexistence: An Investigation on KakaoT

Authors

  • Chanuk Park Cultural Industry Research Center, Korea Culture & Tourism Institute, Korea
  • Sin-Bok Lee Business Administration, Nazarene University, Korea

DOI:

https://doi.org/10.15379/ijmst.v10i1.1431

Keywords:

O2O Services, Coexistence, Behavioral Intention, Kakaot

Abstract

The study aims to examine the impact of O2O services that have become a ubiquitous part of our daily lives, with a specific focus on the widely used O2O service, KakaoT. Despite a recent setback in the form of a fire that caused inconvenience and harm to its users, some temporarily switched to alternative O2O services but eventually returned to KakaoT, which can be seen as a demonstration of the fact that these alternatives do not fully understand the needs of the users. The research endeavors to distinguish the characteristics of O2O services used by users and analyze the effect on their behavioral intentions through two-factor coexistence. The results of this study are expected to provide valuable insights for existing and future companies providing O2O services

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Author Biographies

Chanuk Park, Cultural Industry Research Center, Korea Culture & Tourism Institute, Korea

 

 

Sin-Bok Lee, Business Administration, Nazarene University, Korea

 

 

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Published

2023-06-22

How to Cite

[1]
C. . Park and S.-B. . Lee, “The Effect of O2O Service Characteristics on Behavioral Intention through the Satisfaction and Dissatisfaction Coexistence: An Investigation on KakaoT”, ijmst, vol. 10, no. 1, pp. 72-80, Jun. 2023.

Issue

Vol. 10 No. 1 (2023): Continuous publication

Section

Articles

License

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