V-Commerce 도입에 따른 기대효과에 영향을 미치는 요인에 관한 연구: 푸드O2O 서비스를 중심으로

V-Commerce combines words “Video” and “Commerce” to stand for a mobile commerce service with commercial video content. V-Commerce or Video Commerce has focused on mobile users such as streaming shoppers who buy goods and food based on video and multimedia content. In current years, V-commerce services have grown so fast because they can support their customers with considerable multimedia content and information. Nonetheless, it is hard to find considerable V-commerce services and sites and meaningful previous studies in the food industries, especially focusing on the expected efforts of V-commerce services in the food industries. This study shows that several factors such as perceived usability, perceived usefulness, perceived value, individual innovation, and self-efficacy based on previous studies can affect as meaningful factors on user’s intention to use in the food O2O services as other online services. This study has value as one of the rare studies on food O2O services to suggest the meaningful factors to accelerate the users’ intention to use.