기대확신모형을 적용한 스포츠O2O서비스 App의 지속적 사용의도 연구

초록

O2O stands for ‘Online to Offline’, which is a new marketing strategy that links online and offline. As personal health care has increased recently, sports O2O service is drawing attention from researchers and practitioners as well. For this reason, the purpose of the study is to analyze the empirical relationships of health literacy, innovativeness and expectation-confirmation model among users of sports O2O service. For data analyses, frequency analysis, correlation analysis, confirmatory factor analysis, reliability analysis and structural equation modeling were performed using SPSS 21,0 and AMOS 21.0. The results of this study were as follows. First, health literacy had positive effect on usefulness. Second, innovativeness had positive effect on usefulness. Third, confirmation had positive effect on usefulness. Fourth, confirmation had positive effect on satisfaction. Fifth, usefulness had positive effect on satisfaction. Sixth, usefulness had positive effect on intention to use. Seventh, satisfaction had positive effect on intention to use.

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