Graduate Student, Department of Interaction Science, Sungkyunkwan University
Republic of Korea
Nooree Kim is a first year graduate student of Sungkyunkwan University at the department of Interaction Science in Korea. She specialized in Internet of Things, and majored in User Experience Design at Seoul Women’s University, department of Industrial Design.
Research Topical Session 5: Service Business Models
Monday, 18 January 2016
With the constant growth of smartphone subscriptions and the development of Internet of Things, a large number of consumers purchase products using mobile phone without any difficulty when they are on the move. In line with that, the emergence of Online to Offline (O2O) which combines online shopping with offline shopping together has brought a further development of retail industry. Among various types of O2O services, this paper focuses on newly developed car services which integrate cars and smartphone applications. Car O2O services are started with the emergence of Uber, taxi O2O service, which gave rise to a buzzword ‘Uberization’, and now is being spread to other various fields such as valet parking, chauffeur service, car sharing. This paper divides car O2O services into three types which is the most segmentalized field of on-demand O2O and then analyzes the impact between each of elements using technology acceptance model. The criteria of classification of three types such as ‘Zero Step’, ‘One Step’, and ‘Two Step’ is according to the sort of the process of meeting between users and hosts who offer car O2O services when users are using that services. This paper hypothesizes the effect factors to Intention to use of three types are different with each other in accordance with each characteristics. For the purpose, this paper conducts a survey targeting 500 users who have used O2O services. The result of this study provides the strategic implications for enterprises in O2O industry. In addition, it will be able to supply significant data to create more sophisticated O2O services and promote the development of domestic O2O business as well.