消费者O2O模式接受行为影响因素研究
发布时间：2018-08-06 22:09
【摘要】：O2O模式是一种将线上交易和线下体验结合起来的新兴电子商务模式。O2O模式通过在线宣传和推送其平台提供的产品或服务,同时消费者通过在线手段完成支付。线下则是消费者接受和体验产品与服务的平台。通过O2O可以让几乎所有现实中的产品及服务借助互联网与消费者及时地建立联系,综合了互联网传播的速度、广度以及线下海量丰富的产品与服务资源,今后一定会成为主流的商业模式。企业在优化O2O模式的过程中,迫切需要了解影响消费者接受和使用O2O模式及其提供的产品与服务的关键因素,并以此为突破重点,引导消费者更快更持续地接受这种新兴的电子商务模式,最终促成消费者接受并使用O2O平台所提供的相关产品与服务。本文从研究国内消费者如何接受采纳新兴技术模式入手,参考其它电商行业的技术接受模型,以特有的因素为基础,构建O2O模式下消费者接受行为影响因素模型,通过数据调研获取可供科学分析的样本进行结构方程分析。最终,本次研究认为消费者是否采纳或接受使用O2O模式下服务与产品受到其接受意愿的影响,而消费者的接受意愿则主要受到其对O2O模式下产品或服务的感知有用性、感知易用性等因素的影响,并且该产品或服务的消费者信任度和风险感知也会对消费者的使用意愿产生影响。消费者对产品或服务的感知有用性又受到其感知易用性、外界影响力和技术意识-创新的影响,而风险感知则受到消费者信任度的影响。根据实证研究的结果,本文提出O2O模式下相关企业的发展建议,以改善现有消费者对于O2O电子商务模式的接受程度,推动消费者的购买行为,构建消费者忠诚度。最终引导企业正确选取其创新发展方向,构建适用于中国消费者的长久有效的互联网商业模式,增强企业的自身竞争能力。
[Abstract]:The O2O model is a new electronic commerce model which combines online trading and offline experience. The O2O model promotes and pushes the products or services provided by its platform online and consumers pay through online means. Offline is the platform for consumers to accept and experience products and services. Through O _ 2O, almost all real products and services can be connected with consumers in a timely manner through the Internet, integrating the speed, breadth and vast amount of offline products and services resources. It is certain to become the mainstream business model in the future. In the process of optimizing the O2O model, enterprises urgently need to understand the key factors that affect consumers' acceptance and use of the O2O model and the products and services they provide, and make this a breakthrough focus. Leading consumers to accept this emerging e-commerce model faster and more sustainably, and ultimately enabling consumers to accept and use the related products and services provided by the O2O platform. This paper starts with the study of how domestic consumers accept the adoption of emerging technology models, referring to other ecommerce industry technology acceptance models, and based on specific factors, constructs a model of influencing factors of consumer acceptance behavior under the O2O model. The structural equation analysis is carried out by using the data survey to obtain the samples which can be used for scientific analysis. Finally, this study suggests that consumers' willingness to accept services and products under the O2O model is affected by their willingness to accept them, and that consumers' willingness to accept them is mainly influenced by their perceived usefulness of products or services under the O2O model. Perceived usability and other factors, and the consumer trust and risk perception of the product or service will also have an impact on consumer willingness to use. Consumers' perceived usefulness of products or services is influenced by their perceived ease of use, external influence and technological consciousness-innovation, while risk perception is affected by consumer trust. According to the results of empirical research, this paper puts forward some suggestions on the development of related enterprises under the O2O model, in order to improve the acceptance of the existing O2O e-commerce model, promote consumer buying behavior, and build consumer loyalty. Finally, it guides the enterprise to select its innovation development direction correctly, constructs the long-term effective Internet business model suitable for the Chinese consumer, strengthens the enterprise's own competition ability.
【学位授予单位】：中国矿业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F274
本文编号：2169142
[Abstract]:The O2O model is a new electronic commerce model which combines online trading and offline experience. The O2O model promotes and pushes the products or services provided by its platform online and consumers pay through online means. Offline is the platform for consumers to accept and experience products and services. Through O _ 2O, almost all real products and services can be connected with consumers in a timely manner through the Internet, integrating the speed, breadth and vast amount of offline products and services resources. It is certain to become the mainstream business model in the future. In the process of optimizing the O2O model, enterprises urgently need to understand the key factors that affect consumers' acceptance and use of the O2O model and the products and services they provide, and make this a breakthrough focus. Leading consumers to accept this emerging e-commerce model faster and more sustainably, and ultimately enabling consumers to accept and use the related products and services provided by the O2O platform. This paper starts with the study of how domestic consumers accept the adoption of emerging technology models, referring to other ecommerce industry technology acceptance models, and based on specific factors, constructs a model of influencing factors of consumer acceptance behavior under the O2O model. The structural equation analysis is carried out by using the data survey to obtain the samples which can be used for scientific analysis. Finally, this study suggests that consumers' willingness to accept services and products under the O2O model is affected by their willingness to accept them, and that consumers' willingness to accept them is mainly influenced by their perceived usefulness of products or services under the O2O model. Perceived usability and other factors, and the consumer trust and risk perception of the product or service will also have an impact on consumer willingness to use. Consumers' perceived usefulness of products or services is influenced by their perceived ease of use, external influence and technological consciousness-innovation, while risk perception is affected by consumer trust. According to the results of empirical research, this paper puts forward some suggestions on the development of related enterprises under the O2O model, in order to improve the acceptance of the existing O2O e-commerce model, promote consumer buying behavior, and build consumer loyalty. Finally, it guides the enterprise to select its innovation development direction correctly, constructs the long-term effective Internet business model suitable for the Chinese consumer, strengthens the enterprise's own competition ability.
【学位授予单位】：中国矿业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F274
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