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.
Along with the fast development of wireless networks & smartphone-based mobile games, an increasing number of people are enjoying games on their mobile devices. This study analyzed unique characteristics of mobile social network games and their relationship to online word-of-mouth activities based on previous studies on various types of games. The study revealed that social interaction and ubiquity increased user satisfaction, and that social interaction, ubiquity, asynchronism, and satisfaction all influenced the immersion factor positively. Users were satisfied with being able to exchange opinions and interests with others, but the fact that games can be enjoyed anytime without having to be simultaneously online helped only with immersion and dissatisfaction. Lastly, game users were indeed engaging in online word-of-mouth activities. The research objective is to contribute the findings above to ongoing development of future mobile social network games to help both developers and end-users.
Looking at the existing game-related research, innumerable researches such as game acceptance, user satisfaction, continuance intention, wold-of-mouse intention have been carried out. However, there was no cases that applying the concept of service recovery in game researches.The purpose of this study is to evaluate the impact on the characteristic of the mobile social network game that based on domestic mobile social network game platform which focusing on KakaoTalk games on the service recovery. In addition, the study analyzed the characteristic factors of mobile social network game on the basis of Organizational Equity Theory and Innovation Diffusion Theory to identified the causal relationship between those factors and service recovery. As a result, except the independent variable-compatibility, all of the characteristics factors of mobile social network game showed direct or indirect effects on service recovery. The results of this study are expected as a reference for presenting a new business model, reducing risk factors and enriching the related research of the gaming industry.
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