The Effect of Sports O2O(Online to Offline) Platform Characteristics On Satisfaction and Continuous Use Intention

Abstract

The purpose of this study was to investigate the relationship between Sports O2O platform characteristics(information quality, system quality, and service quality), satisfaction, and continuous use intention. This study collected data through a survey of users who had used the sports O2O platform to reveal the relationship between platform characteristics, satisfaction, and intention to continue using. Out of the 347 respondents, 330 were included in the analysis after excluding those who provided incomplete or unreliable responses on 17 survey. This study used demographics analysis, exploratory factor analysis, reliability analysis, correlation analysis, and multiple regression analysis. The analysis of the collected data revealed that the characteristics of the sports O2O platform significantly influence users