生活服务类O2O电子商务模式下用户接受模型的实证研究

发布时间：2018-10-09 18:29

【摘要】：随着线上与线下间联系的日益紧密,O2O电子商务模式成为了电子商务领域的战略性发展趋势,它巧妙的将线下的商机优势与智能终端的线上优势结合,让线上平台变成了线下各种交易的第一站。在该模式下,线上和线下的渠道被有效的整合在一起,用户可以自如的在线上与线下间切换,从而更加方便的获得自己的目标产品和服务,这意味着O2O电子商务模式更有能力做好用户的线下体验,而在生活服务领域中,很多无法通过传统电商物流完成的交易也更注重用户体验,因此,O2O电子商务模式主要集中在生活服务领域。特别在“互联网+”时代,传统生活服务业与O2O电子商务模式的有机融合更具广阔的市场前景。因此,研究生活服务类O2O电子商务模式下用户接受意愿具有重要意义。本文将研究对象细化到生活服务类O2O电子商务,基于用户技术接受的相关理论,通过对以往相关研究文献的梳理,提炼出多个生活服务类O2O电子商务模式下用户接受意愿的影响因素,然后构建了该模式下用户接受意愿模型,同时选取了“衣”、“食”、“住”、“行”——服装O2O、餐饮O2O、短租O2O、打车O2O——这四种比较重要且具代表性的生活服务类O2O电子商务模式,对它们分别进行相互独立的实证研究——设计与发放问卷、对回收的数据分别依次进行描述性、信度以及效度分析,之后采用结构方程分析法分别对本文选取的四种生活服务类O2O电子商务模式的理论模型进行检验。结果表明,四种不同的生活服务类O2O电子商务模式下用户接受意愿排名前三的影响因素分别为:服装类O2O——使用经验、感知易用性、用户信任;餐饮类O2O——感知成本、用户信任、感知易用性;短租类O2O——用户信任、感知成本、社会影响;打车类O2O——感知易用性、用户信任、感知成本。最后,针对上述结果分别为这四种生活服务类O2O电子商务模式下的相关产品和服务提供商提出了相应的指导意见。
[Abstract]:With the increasingly close relationship between online and offline, the O2O e-commerce model has become a strategic development trend in the field of electronic commerce. It cleverly combines the advantages of offline business opportunities with the online advantages of intelligent terminals. So that the online platform has become the first stop of all kinds of offline transactions. In this mode, online and offline channels are effectively integrated together, users can freely switch between online and offline, thus more convenient access to their target products and services, This means that the O2O e-commerce model is better able to do a good job in the offline experience of users, and in the field of life services, many transactions that cannot be completed through traditional e-commerce logistics also pay more attention to the user experience. Therefore, the O-commerce model is mainly concentrated in the field of life services. Especially in the "Internet" era, the organic integration of traditional life service industry and O _ 2O electronic commerce mode has a broad market prospect. Therefore, it is of great significance to study the user's willingness to accept in the O _ 2O e-commerce mode of life service. In this paper, the research object is refined to O2O E-commerce, based on the theory of user technology acceptance, through the past related research literature combing, In this paper, the author abstracts the factors that affect the user's willingness to accept under the O2O e-commerce model of life service, and then constructs the model of user's willingness to accept, and selects "clothing", "food" and "living". "Row" -clothing O _ 2O, Food and Beverage O _ 2O, short Rent O _ 2O, cab O _ 2O-these four important and representative O2O e-commerce modes of life service, they are studied independently of each other, designing and issuing questionnaires. The reclaimed data are analyzed in order of description, reliability and validity, and then the four O2O e-business models selected in this paper are tested by structural equation analysis. The results show that the first three influencing factors of users' willingness to accept are: clothing O2O-Use experience, perceived usability, user Trust, Catering O2O-perceived cost. User trust, perceived ease of use; short lease class O2O-user trust, perceived cost, social impact; taxi class O2O-perceived ease of use, user trust, perceived cost. Finally, the above results provide guidance for the related products and service providers under the four kinds of O2O E-commerce mode.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F274

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