本文關鍵詞：商圈O2O用戶接受度影響因素研究　出處：《五邑大學》2015年碩士論文　論文類型：學位論文

  更多相關文章： UTAUT模型 商圈O2O 影響因素

【摘要】：O2O電子商務模式是將互聯(lián)網(wǎng)線上資源與實體店的線下資源進行有效的結(jié)合,從而為消費者提供更好的用戶體驗,增強消費者對企業(yè)產(chǎn)品與服務的黏性,進而提高產(chǎn)品或服務的市場占有率和企業(yè)利潤。傳統(tǒng)商圈的市場份額被電商蠶食、純電子商務企業(yè)銷售額總量的增長速度放緩、2014年移動終端(指手機、IPAD設備)數(shù)量首次超過電腦端(PC)數(shù)量為商圈O2O的興起與發(fā)展提供了良好的環(huán)境。商圈O2O模式借助移動互聯(lián)網(wǎng)為線下商戶導入客流,打通各個商戶之間的會員體系,并根據(jù)會員的購物記錄描繪出會員的電子屬性,從而進行精準營銷。因此相關企業(yè)想要借O2O之勢來快速累積用戶,提高用戶黏性和企業(yè)利潤,就需要明晰影響用戶接受商圈O2O產(chǎn)品或服務的關鍵因素,從而在移動互聯(lián)網(wǎng)浪潮中提供自身的競爭力。本文對技術接受模型進行概述后,選取整合型科技接受模型為基礎模型,根據(jù)商圈O2O的特征,從感知商圈O2O服務或產(chǎn)品的角度出發(fā),引入個體創(chuàng)新性、感知風險、移動便利性、感知娛樂性作為外部變量,對商圈O2O用戶接受的基礎模型進行完善,提出本文的研究假設。然后在以往學者編制的量表問項基礎上,結(jié)合商圈O2O產(chǎn)品或服務的背景,對模型中的8個變量進行操作化定義,完成量表編制并發(fā)放問卷進行調(diào)查。問卷得到數(shù)據(jù)篩選之后用軟件SPSS19.0對問卷的穩(wěn)定性采用信度分析,對問卷有效性采用效度分析檢驗,運用軟件LISREL8.7采用結(jié)構(gòu)方程模型方法,對擬合度檢驗,在路徑分析之后對驗證假設,分析結(jié)果。研究結(jié)果表明:外部變量感知風險對用戶接受商圈O2O產(chǎn)品或服務的影響不顯著。其余6個變量正向顯著影響用戶接受商圈O2O產(chǎn)品或服務:移動便利性、努力期望、個人創(chuàng)新性對使用意愿的影響因素在0.30-0.39之間,相對較小;績效期望、社會影響對使用意愿的影響因素在0.40-0.49之間,影響力中等;感知娛樂性對使用意愿的影響因素達到0.56;努力期望對績效期望也有比較大的影響,影響系數(shù)達0.82。基于以上研究結(jié)論,文章對企業(yè)發(fā)展商圈O2O產(chǎn)品或服務提出了相關建議,引導企業(yè)選擇合適的創(chuàng)新方向,提高企業(yè)的競爭力。
[Abstract]:The O2O E-commerce mode is an effective combination of online resources and offline resources of physical stores to provide consumers with a better user experience and enhance their stickiness to enterprise products and services. Thus increasing the market share of products or services and enterprise profits. The market share of the traditional business circle was eroded by e-commerce, the growth rate of the total sales of pure e-commerce enterprises slowed down, mobile terminal in 2014. For the first time, the number of IPAD equipment exceeds the number of PC) in order to provide a good environment for the rise and development of O2O in the business district. The O2O mode of business circle uses the mobile Internet to import customers for offline businesses. Through the business between the membership system, and according to the member's shopping records to describe the electronic attributes of the members, so that accurate marketing. Therefore, the relevant enterprises want to borrow the momentum of O2O to quickly accumulate users. To improve customer viscosity and corporate profits, it is necessary to clarify the key factors that affect the acceptance of O2O products or services by users. In order to provide its own competitiveness in the wave of mobile Internet. After summarizing the technology acceptance model, this paper selects the integrated technology acceptance model as the basic model, according to the characteristics of O2O in the business district. From the perspective of perceived O2O services or products, this paper introduces individual innovation, perceived risk, mobility convenience and perceived entertainment as external variables to improve the basic model accepted by O2O users. Then on the basis of the questionnaire items developed by previous scholars and the background of O2O products or services in the business circle, the operational definition of 8 variables in the model is carried out. After the questionnaire was obtained, the reliability of the questionnaire was analyzed by software SPSS19.0, and the validity of the questionnaire was tested by validity analysis. Using the software LISREL8.7, the structural equation model method is used to test the fitting degree, and the hypothesis is verified after the path analysis. The results showed that the perceived risk of external variables had no significant effect on the acceptance of O2O products or services by users, while the other 6 variables positively affected the acceptance of O2O products or services by users. Mobile convenience. It is expected that the influence of individual innovation on the willingness to use is between 0.30-0.39, which is relatively small; Performance expectations, social impact on the willingness to use the impact of 0.40-0.49 factors, the impact of moderate; The influencing factors of perceived entertainment on the willingness to use reached 0.56; Hard work expectations also have a relatively large impact on performance expectations, the impact coefficient is up to 0.82.Based on the above conclusions, the article puts forward some relevant suggestions for enterprises to develop O2O products or services. Guide enterprises to choose the right direction of innovation to improve the competitiveness of enterprises.
【學位授予單位】：五邑大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F724.6

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相關碩士學位論文 前2條

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本文編號：1423789