便利视角下中国O2O模式的演进路径研究

发布时间：2018-01-19 08:01

本文关键词： 便利便利函数 OO模式消费者行为商品流通　出处：《吉首大学学报(社会科学版)》2017年04期 　论文类型：期刊论文

【摘要】：O2O模式在中国商品流通领域的发展围绕着如何更好地满足消费便利性而展开。由商品信息搜寻及比较、买卖双方信息交互、购买支付方式、商品获得和退换货等构成的五大便利维度恰好涵盖了整个购物过程。五大便利维度在发展中呈现出不均衡性,对O2O模式的发展带来不同的阶段性影响并表现为一定的函数关系。这一函数关系的变化轨迹刻画了中国O2O模式不断发展的客观路径:以互联网技术的进步和应用普及为起点,逐步经历了支付方式变革、物流配送业快速发展等所带来的便利的改善,进而促进了O2O模式的繁荣。O2O模式让消费更便利的本质是如何更快更好地将商品或服务传递给消费者,完成商品使用价值和价值的相互转换,高效实现全社会扩大再生产的良性循环。这一过程中,互联网技术为O2O模式的形成和发展提供了起点和支撑,"门到门"的物流配送业则成为O2O模式发展的"天花板",二者的发展状况共同构成了O2O模式的发展通道;在此通道内,改善便利的导向将继续引领O2O模式的发展。
[Abstract]:The development of the O2O model in the field of commodity circulation in China revolves around how to better meet the convenience of consumption. It consists of commodity information search and comparison, information exchange between buyers and sellers, and purchase payment method. The five convenience dimensions of goods acquisition and return and exchange cover the whole shopping process. The five convenience dimensions show imbalance in the development. The evolution of the O2O model has brought about different stages of influence and shown a certain functional relationship, which describes the objective path of the continuous development of the O2O model in China. With the progress of Internet technology and the popularization of application as the starting point. Gradually experienced the reform of payment methods, the rapid development of logistics and distribution industry brought by the convenience of improvement. In turn, it promotes the prosperity of the O2O model. The essence of making consumption more convenient is how to transfer goods or services to consumers more quickly and better, so as to complete the mutual conversion of commodity use value and value. In this process, Internet technology provides the starting point and support for the formation and development of O2O model. The "door-to-door" logistics distribution industry has become the "ceiling" of the development of the O2O model, and the development of both forms the development channel of the O2O model. In this channel, improved convenience guidance will continue to lead the development of the O 2 O model.
【作者单位】：中国政法大学商学院;
【基金】：教育部人文社会科学研究规划基金项目(16YJA630012)
【分类号】：F724.6
【正文快照】： 目前,O2O(on line to off line,线上线下)模式已广泛渗透在商品流通领域和人们的消费行为中。麦肯锡《2015年中国数字消费者调查报告》显示,71%的消费者已经在使用O2O方式购买商品或服务,其中97%的人表示会继续使用并且增加使用频次。现实中的O2O早已超越了其最初“从线上到线

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