O2O商业模式中闭环的形成机制研究——基于信任迁移的视角

发布时间：2018-01-08 00:15

本文关键词：O2O商业模式中闭环的形成机制研究——基于信任迁移的视角　出处：《经济管理》2017年10期 　论文类型：期刊论文

【摘要】：闭环构建是O2O商业模式成功的关键论题,信任在闭环构建中承担重要角色。O2O模式中,消费者信任分布在线上平台和线下商家,线上线下信任交互影响,串行传递。本文注意到O2O模式中的信任迁移与闭环构建之间的内在联系,设计研究模型,以农村旅游O2O为研究对象,采用问卷调查收集256份消费者样本,实证检验结果表明,特别保证感知、平台质量感知正向影响线上初始信任。在线评价有效性和在线信息有效性作为中介变量,驱动线上初始信任向线下初始信任迁移,线下初始信任激发线下体验动机。线下体验后,质量形象、服务形象等形象变量帮助建立线下持续信任,线下持续信任形成中的体验感知和对O2O平台的初始感知共同影响消费者对线上平台的持续信任,线上持续信任赢取消费者的态度忠诚和行为忠诚。"线上—线下—线上"的信任迁移路径很好地诠释了O2O闭环的形成机理,信任迁移的实现策略同时回答了O2O闭环的构建机制。基于研究结论,本文为O2O环路的构建和稳固提出了有效可行的管理建议。
[Abstract]:Closed loop construction is the key topic of successful O2O business model, trusted to take an important role in the closed-loop construction of.O2O model, consumer trust online distribution platform and the next line of business, interaction, trust online and offline serial transfer. This article pays attention to internal relations and trust transfer mode in the construction of O2O closed loop between the design of model in rural tourism, O2O as the research object, using a questionnaire survey to collect 256 consumer samples, the empirical test results show that the special guarantee platform perception, perceived quality has significant positive effects on online initial trust. The online evaluation of the effectiveness of online information and effectiveness as an intermediary variable, driven online initial trust migration to initial trust under the line, the line of initial trust stimulate the line experience motivation. Quality image line experience, service image, image variables help build line continuous trust, line continued trust formation The experience and perception of O2O platform on the initial perception of common affect consumers continue to trust in the online platform, online continuous trust attitude loyalty and behavior loyalty. Win consumers "trust online - offline migration path - line" is a good interpretation of the formation mechanism of O2O closed loop, trust transfer strategy and answer construction of the mechanism of O2O closed loop. Based on the research conclusions, this paper constructs O2O loop and puts forward some effective and feasible management suggestions and stable.

【作者单位】：中南财经政法大学信息与安全工程学院;中南财经政法大学现代产业经济研究中心;
【基金】：国家社科基金一般项目“双向农村O2O商业模式的创新设计及系统整合研究”(16BGL192) 湖北省社科基金一般项目“商业模式的动态演化机制研究”(2015164) 教育部人文社科基金青年项目“面向我国农村地区的商业模式创新方式设计及效率评价”(12YJCZH286)
【分类号】：F592;F724.6
【正文快照】： 一、问题提出 Groupon、Uber、大众点评、美团、携程等诸多O2O平台的成功,激励众多企业纷纷布局该领域。O2O作为继B2B、B2C和C2C之后的一种新型商业模式正成为电子商务发展的主流。O2O最早由Alex(2010)提出线上到线下模式(Online to Offline),即将线下商务的机会与互联网结合

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