商圈O2O用户接受度影响因素研究

发布时间：2018-01-14 13:30

本文关键词：商圈O2O用户接受度影响因素研究　出处：《五邑大学》2015年硕士论文　论文类型：学位论文

【摘要】：O2O电子商务模式是将互联网线上资源与实体店的线下资源进行有效的结合,从而为消费者提供更好的用户体验,增强消费者对企业产品与服务的黏性,进而提高产品或服务的市场占有率和企业利润。传统商圈的市场份额被电商蚕食、纯电子商务企业销售额总量的增长速度放缓、2014年移动终端(指手机、IPAD设备)数量首次超过电脑端(PC)数量为商圈O2O的兴起与发展提供了良好的环境。商圈O2O模式借助移动互联网为线下商户导入客流,打通各个商户之间的会员体系,并根据会员的购物记录描绘出会员的电子属性,从而进行精准营销。因此相关企业想要借O2O之势来快速累积用户,提高用户黏性和企业利润,就需要明晰影响用户接受商圈O2O产品或服务的关键因素,从而在移动互联网浪潮中提供自身的竞争力。本文对技术接受模型进行概述后,选取整合型科技接受模型为基础模型,根据商圈O2O的特征,从感知商圈O2O服务或产品的角度出发,引入个体创新性、感知风险、移动便利性、感知娱乐性作为外部变量,对商圈O2O用户接受的基础模型进行完善,提出本文的研究假设。然后在以往学者编制的量表问项基础上,结合商圈O2O产品或服务的背景,对模型中的8个变量进行操作化定义,完成量表编制并发放问卷进行调查。问卷得到数据筛选之后用软件SPSS19.0对问卷的稳定性采用信度分析,对问卷有效性采用效度分析检验,运用软件LISREL8.7采用结构方程模型方法,对拟合度检验,在路径分析之后对验证假设,分析结果。研究结果表明:外部变量感知风险对用户接受商圈O2O产品或服务的影响不显著。其余6个变量正向显著影响用户接受商圈O2O产品或服务:移动便利性、努力期望、个人创新性对使用意愿的影响因素在0.30-0.39之间,相对较小;绩效期望、社会影响对使用意愿的影响因素在0.40-0.49之间,影响力中等;感知娱乐性对使用意愿的影响因素达到0.56;努力期望对绩效期望也有比较大的影响,影响系数达0.82。基于以上研究结论,文章对企业发展商圈O2O产品或服务提出了相关建议,引导企业选择合适的创新方向,提高企业的竞争力。
[Abstract]:The O2O E-commerce mode is an effective combination of online resources and offline resources of physical stores to provide consumers with a better user experience and enhance their stickiness to enterprise products and services. Thus increasing the market share of products or services and enterprise profits. The market share of the traditional business circle was eroded by e-commerce, the growth rate of the total sales of pure e-commerce enterprises slowed down, mobile terminal in 2014. For the first time, the number of IPAD equipment exceeds the number of PC) in order to provide a good environment for the rise and development of O2O in the business district. The O2O mode of business circle uses the mobile Internet to import customers for offline businesses. Through the business between the membership system, and according to the member's shopping records to describe the electronic attributes of the members, so that accurate marketing. Therefore, the relevant enterprises want to borrow the momentum of O2O to quickly accumulate users. To improve customer viscosity and corporate profits, it is necessary to clarify the key factors that affect the acceptance of O2O products or services by users. In order to provide its own competitiveness in the wave of mobile Internet. After summarizing the technology acceptance model, this paper selects the integrated technology acceptance model as the basic model, according to the characteristics of O2O in the business district. From the perspective of perceived O2O services or products, this paper introduces individual innovation, perceived risk, mobility convenience and perceived entertainment as external variables to improve the basic model accepted by O2O users. Then on the basis of the questionnaire items developed by previous scholars and the background of O2O products or services in the business circle, the operational definition of 8 variables in the model is carried out. After the questionnaire was obtained, the reliability of the questionnaire was analyzed by software SPSS19.0, and the validity of the questionnaire was tested by validity analysis. Using the software LISREL8.7, the structural equation model method is used to test the fitting degree, and the hypothesis is verified after the path analysis. The results showed that the perceived risk of external variables had no significant effect on the acceptance of O2O products or services by users, while the other 6 variables positively affected the acceptance of O2O products or services by users. Mobile convenience. It is expected that the influence of individual innovation on the willingness to use is between 0.30-0.39, which is relatively small; Performance expectations, social impact on the willingness to use the impact of 0.40-0.49 factors, the impact of moderate; The influencing factors of perceived entertainment on the willingness to use reached 0.56; Hard work expectations also have a relatively large impact on performance expectations, the impact coefficient is up to 0.82.Based on the above conclusions, the article puts forward some relevant suggestions for enterprises to develop O2O products or services. Guide enterprises to choose the right direction of innovation to improve the competitiveness of enterprises.
【学位授予单位】：五邑大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6

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