중국 호텔 O2O 애플리케이션의 특성이 지속적 사용의도에 미치는 영향

Considering the present trends that the market of Electronic commerce or O2O APP is spreading greatly in China, the research on O2O APP should be studied more and relations among five traits, reliability, satisfaction, and the intention of continuous use should be implemented. Hence, the goals of this research are to find the characteristics of O2O APP to the theoretical backgrounds making effects on the intention of continuous use of O2O APP and to present the implications for hotels using O2O APP. To verify the hypothesis that this research presented, an online survey was implemented to Chinese users who have experience in purchasing via O2O APP. This survey was carried out from September 25th to October 10th 2015 and (http://www.sojump.com), the Chinese online survey site was used. Of the 417 questionnaires collected, 311 questionnaires were used for final analysis, leaving 28 that were completed by people who did not use O2O APP and 78 that filled out poorly. The method of this study is to use questionnaires. The empirical study was conducted by IBM SPSS Statistics 23.0 and AMOS 23.0. According to the results, 5 characteristics were examined as convenience, security, discount, product diversity, and interactivity. Among them, all characteristics except interactivity had positive effects on reliability and satisfaction. The results suggest that most hotels should make strategies to utilize them fully and effectively especially for the Chinese hotels adopting hotel O2O APP as the business model.