基于SEM的外卖O2O平台顾客忠诚度影响因素研究

发布时间：2018-01-29 03:39

本文关键词： 外卖OO平台顾客忠诚度影响因素结构方程模型　出处：《财会通讯》2017年14期 　论文类型：期刊论文

【摘要】：顾客忠诚度是外卖O2O平台稳固市场地位、提高竞争力的关键因素,然而我国外卖O2O模式起步晚、发展快,在运营和扩张等方面存在诸多问题。本文通过对前人研究成果的梳理,结合外卖O2O平台的特性,从信任、平台特性、商家服务质量、顾客满意、转换成本等方面构建外卖O2O平台顾客忠诚度测量模型。通过问卷调查方式收集数据,运用结构方程模型探究外卖O2O平台顾客忠诚度相关影响因素及其作用机制。结果表明:顾客信任能够直接影响顾客忠诚度,也能以顾客满意度为中介变量,与在线平台特性、线下商家服务质量一起间接作用于顾客忠诚度;而顾客满意度和转换成本是外卖O2O平台顾客忠诚度的主要影响因素。
[Abstract]:Customer loyalty is the key factor to stabilize the market position and improve the competitiveness of take-out O2O platform. However, the O2O mode of take-out in China started late and developed quickly. There are many problems in operation and expansion. This paper combines the characteristics of takeout O2O platform from trust, platform characteristics, business service quality, customer satisfaction by combing the previous research results. The measurement model of customer loyalty on takeout O2O platform was constructed in terms of conversion cost and data was collected by questionnaire. The structural equation model is used to explore the influencing factors and the mechanism of customer loyalty in takeout O2O platform. The results show that customer trust can directly affect customer loyalty and can also take customer satisfaction as intermediary variable. With the characteristics of online platform, the service quality of offline merchants indirectly acts on customer loyalty; Customer satisfaction and switching cost are the main influencing factors of customer loyalty.
【作者单位】：南昌大学经济与管理学院;
【基金】：国家自然科学基金资助项目(项目编号:71361021) 江西省教育厅科技资助项目(项目编号:GJJ14113) 江西省社会科学“十二五”规划项目(项目编号:13GL38)阶段性研究成果
【分类号】：F274;F724.6;F719.3
【正文快照】： 一、引言 O2O(Online To Offline)是基于互联网的膨胀式发展孕育出的新型电子商务模式,将线上交易和线下服务相结合,线下服务可通过线上渠道送达顾客手中。近年来,我国O2O电子商务模式迅猛发展,用户消费频次较高的餐饮行业是O2O市场竞争较激烈的部分。作为电子商务模式的分支

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