A platform for research: civil engineering, architecture and urbanism
A platform for research: civil engineering, architecture and urbanism
Factors of the Adoption of O2O Service Platforms: Evidence from Small Businesses in Korea
O2O service platforms, which combine online and offline channels to provide more convenient services, are drawing attention as a new way of commerce that can revitalize small businesses that are losing competitiveness and struggling due to the coronavirus disease 2019 pandemic. In this study, we investigated and empirically analyzed the factors affecting the adoption of O2O service platforms in small businesses. We developed a research model that combines the technology acceptance model (TAM), an individual-level theory of IT acceptance, and the technology-organization-environment (TOE) framework, an organizational-level theory of information systems adoption. Data from 279 valid questionnaires were collected from small business owners and analyzed using structural equation modeling. The results show that the technical characteristics of the TOE framework, namely, relative advantage, compatibility, and trialability, and small business owners’ characteristics, namely, innovativeness, risk-taking tendency, and IT knowledge, affect the adoption of O2O service platforms through perceived usefulness and perceived ease of use. The environmental variables of the TOE framework, namely, government support, digital environment change, and competitive pressure, affect the adoption of O2O service platforms through subjective norms. We identify practical implications for the adoption of O2O service platforms by small businesses.
Factors of the Adoption of O2O Service Platforms: Evidence from Small Businesses in Korea
O2O service platforms, which combine online and offline channels to provide more convenient services, are drawing attention as a new way of commerce that can revitalize small businesses that are losing competitiveness and struggling due to the coronavirus disease 2019 pandemic. In this study, we investigated and empirically analyzed the factors affecting the adoption of O2O service platforms in small businesses. We developed a research model that combines the technology acceptance model (TAM), an individual-level theory of IT acceptance, and the technology-organization-environment (TOE) framework, an organizational-level theory of information systems adoption. Data from 279 valid questionnaires were collected from small business owners and analyzed using structural equation modeling. The results show that the technical characteristics of the TOE framework, namely, relative advantage, compatibility, and trialability, and small business owners’ characteristics, namely, innovativeness, risk-taking tendency, and IT knowledge, affect the adoption of O2O service platforms through perceived usefulness and perceived ease of use. The environmental variables of the TOE framework, namely, government support, digital environment change, and competitive pressure, affect the adoption of O2O service platforms through subjective norms. We identify practical implications for the adoption of O2O service platforms by small businesses.
Factors of the Adoption of O2O Service Platforms: Evidence from Small Businesses in Korea
Sangho Lee (author) / Cheolho Yoon (author)
2022
Article (Journal)
Electronic Resource
Unknown
Metadata by DOAJ is licensed under CC BY-SA 1.0
E-Commerce Adoption in Small Businesses: Cases from New Zealand
| British Library Online Contents | 2007
An Optimal Strategic Business Model for Small Businesses Using Online Platforms
| DOAJ | 2018
Toward Sustainable Accounting Information: Evidence from IFRS Adoption in Korea
| DOAJ | 2019
Factors Influencing Vietnamese Generation MZ’s Adoption of Metaverse Platforms
| DOAJ | 2023
Businesses to benefit from late adoption of IP-based videoconferencing
Emerald Group Publishing | 2000