O2O模式下用户接受行为的影响因素研究

发布时间：2018-06-24 02:53

本文选题：电子商务 + O2O模式　；参考：《黑龙江大学》2015年硕士论文

【摘要】：随着近些年互联网电子商务的发展,线上与线下之间的商务往来也变得愈加紧密,因此,O2O作为电子商务的新模式也愈加受到关注。我国在2010年后涌现出大量的以O2O模式为基础的网站,然而在四年多的时间里,有很多网站“关门大吉”,也有一些网站仍然顽强地生存着,甚至有一些经营良好。众多领域内的企业迫切需要知道影响用户接受O2O电子商务模式下产品与服务的关键因素,以此作为突破点,在激烈的市场竞争中立于不败之地。影响因素分析方法是该领域基本研究分析的方法也是本文采用的研究方法,用户接受采纳新技术模式是本文研究的切入点,在该领域存在着较为成熟的研究技术模型,本文以现有的O2O研究模型为基础,构建新模式下用户接受行为影响因素模型,通过调研与结构方程分析相结合的方式,归纳总结影响用户接受O2O电子商务模式的关键因素,并研究该领域的发展趋势和技术增长点。
[Abstract]:With the development of Internet E-commerce in recent years, the business exchanges between online and offline have become more and more close. Therefore, as a new mode of E-commerce, O2O has attracted more and more attention. After 2010, a large number of O2O-based websites emerged in our country. However, in more than four years, there are many websites "shut down", and some websites still exist tenaciously, and some even operate well. Enterprises in many fields urgently need to know the key factors that affect the customers' acceptance of products and services under the O2O e-commerce model, as a breakthrough point, in the fierce market competition in an invincible position. The influence factor analysis method is the basic research method in this field and the research method adopted in this paper. The user acceptance of new technology model is the breakthrough point of this paper, and there is a more mature research technology model in this field. Based on the existing O2O research model, this paper constructs the model of influencing factors of user acceptance behavior under the new model. Through the combination of investigation and structural equation analysis, the paper summarizes the key factors that affect the user acceptance of O2O e-commerce model. The development trend and technical growth point of this field are also studied.
【学位授予单位】：黑龙江大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6

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