O2O零售系统顾客采纳意愿实证研究——基于网络购物经验的调节作用

发布时间：2018-11-14 07:49

【摘要】：O2O零售能够产生顾客锁定效应,但该效应往往会因顾客对O2O零售系统采纳意愿低而表现不明显。根据影响顾客O2O零售系统采纳意愿的相关因素及其影响程度在网络购物经验不同的顾客间的差异,建立O2O零售系统采纳意愿模型,并通过实证研究验证顾客感知价值四个维度对O2O零售系统采纳意愿作用机理与网络购物经验调节作用可以发现,顾客感知价值的四个维度(省钱、便利、探索、娱乐)是影响顾客对O2O零售系统使用态度的重要因素,它们能够通过对O2O零售系统的使用态度显著影响顾客对该系统的采纳意愿,网络购物经验显著调节省钱和探索对O2O零售系统使用态度的影响,而对便利、娱乐和O2O零售系统使用态度的关系并未起到显著调节作用。基于此,为更好地提高O2O零售系统顾客采纳意愿,传统零售商在多渠道转型过程中,应从顾客采纳O2O零售系统的动机出发,提升顾客使用O2O零售系统所感知到的效用和享乐价值。
[Abstract]:O _ 2O retail can produce customer locking effect, but this effect is often not obvious due to customers' low willingness to adopt O _ 2O retail system. According to the factors that affect the customer's willingness to adopt the O2O retail system and the degree of influence among the customers with different online shopping experience, a model of the willingness to adopt the O2O retail system is established. And through empirical research to verify the four dimensions of customer perceived value to the O2O retail system adoption willingness mechanism and online shopping experience can be found that the four dimensions of customer perceived value (save money, convenience, exploration), Entertainment) is an important factor influencing the customer's attitude towards the use of the O2O retail system, and they can significantly influence the customer's willingness to adopt the system through their attitude towards the O2O retail system. The experience of online shopping significantly adjusts the influence of saving money and exploring on the attitude of using O2O retail system, but the relationship between convenience, entertainment and attitude of using O2O retail system does not play a significant role. Therefore, in order to improve the willingness of customers to adopt the O2O retail system, the traditional retailers should start from the motivation of the customers to adopt the O2O retail system in the process of multi-channel transformation. Enhance the perceived utility and hedonic value of using the O 2 O retail system.
【作者单位】：武汉纺织大学管理学院;华中科技大学管理学院;
【基金】：国家自然科学基金资助项目“多渠道整合对零售商权益的作用机理研究:基于线上与线下的视角”(71172002);“移动Web2.0环境下流媒体信息服务用户行为机理研究”(71203169) 湖北省教育厅科技资助项目“产品创新对品牌权益的影响机制研究”(Q20101611)
【分类号】：F724.6;F713.55

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