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논문 기본 정보

자료유형
학술저널
저자정보
주형철 (중앙대학교)
저널정보
한국체육과학회 한국체육과학회지 한국체육과학회지 제27권 제3호 (인문사회과학 편)
발행연도
2018.6
수록면
645 - 660 (16page)
DOI
10.35159/kjss.2018.06.27.2.645

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초록· 키워드

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With the advancement of ICT and the popularization of smartphones, new commerce services distinguished from the existing ones has been developed. In particular, O2O service, a new business service combining information and communications technologies with location-based service, social network services, is paying attention as new future survival strategy business. This research aims to examine Mylo application, one of the sports O2O services, in terms of its service characteristics effect on the perceived service value and continuance intention. For data analysis, frequency analysis, correlation analysis, confirmatory factor analysis, reliability analysis and structural equation model were executed by using SPSS 21,0 and AMOS 21.0 and finally to test a mediating effect was conducted. The result of this study was as follows: First, the sports O2O services’ characteristics of efficiency and personalization has positive effect on continuance intention. Second, the sports O2O services’ characteristic of efficiency, mobility and personalization has positive effect on perceived service value. Third, perceived service value on sport O2O has positive effect on continuance intention. Fourth perceived service value had mediation effects between sports O2O service’characteristics(efficiency, mobility and personalization) and continuance intention.

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Abstract
Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과
Ⅳ. 논의
Ⅴ. 결론 및 제언
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UCI(KEPA) : I410-ECN-0101-2018-692-003140759