Abstract. With the development of telecommunication technologies, people can access the internet more immediately and easily at anytime and from anywhere. Along with this, e-commerce industry has also seen various innovations and rapid growth. Recently, a new type of e-commerce defined as O2O (Online to Offline), which combines great customer experience and excellent price competitiveness from offline and online commerce, has become the mainstream. Nevertheless, the O2O global industry is still in its preliminary stage. In terms of domestic O2O industry, except mobile application-based food delivery services, only a few performers show corresponding achievements. This study investigates negative consumer perceptions of the O2O commerce and identifies the causal relationship between user resistance and discontinuance intentions. Conclusions were drawn from empirical analysis using structural equation modeling methodology and survey.
In general, service failure occurs inevitably and the customers who experienced the greater dissatisfaction have the higher expectations of service recovery. However, most of the previous studies have focused on the evaluation and risk factors of pre-service quality.Thus, this study is contrary to the numerous previous studies and focus on the effectiveness of mobile application advertisement users' perceived perception on service recovery after service fails. A research model presented in this study is based on the Equity Theory and deeply evaluated the effectiveness of Distributive Justice, Interactional Justice, and Authenticity Relevance on Service Recovery.The survey of this study was conducted among 286 users who have experienced a services recovery of mobile application advertising. As a result, among all the factors of users of mobile application advertising, Distributive Justice, Interactive Justice, and Relevance have a positive impact to Satisfaction. In addition, Distributive Justice, Authenticity and Satisfaction also have a positive impact to Trust. Ultimately, Satisfaction and Trust have a positive impact to Service Recovery. The results of this study are expected as a reference for presenting a new business model for mobile application advertising industry, reducing business risk and enriching the related researches.
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