【摘要】：O2O模式是一種將線上交易和線下體驗結(jié)合起來的新興電子商務(wù)模式。O2O模式通過在線宣傳和推送其平臺提供的產(chǎn)品或服務(wù),同時消費者通過在線手段完成支付。線下則是消費者接受和體驗產(chǎn)品與服務(wù)的平臺。通過O2O可以讓幾乎所有現(xiàn)實中的產(chǎn)品及服務(wù)借助互聯(lián)網(wǎng)與消費者及時地建立聯(lián)系,綜合了互聯(lián)網(wǎng)傳播的速度、廣度以及線下海量豐富的產(chǎn)品與服務(wù)資源,今后一定會成為主流的商業(yè)模式。企業(yè)在優(yōu)化O2O模式的過程中,迫切需要了解影響消費者接受和使用O2O模式及其提供的產(chǎn)品與服務(wù)的關(guān)鍵因素,并以此為突破重點,引導消費者更快更持續(xù)地接受這種新興的電子商務(wù)模式,最終促成消費者接受并使用O2O平臺所提供的相關(guān)產(chǎn)品與服務(wù)。本文從研究國內(nèi)消費者如何接受采納新興技術(shù)模式入手,參考其它電商行業(yè)的技術(shù)接受模型,以特有的因素為基礎(chǔ),構(gòu)建O2O模式下消費者接受行為影響因素模型,通過數(shù)據(jù)調(diào)研獲取可供科學分析的樣本進行結(jié)構(gòu)方程分析。最終,本次研究認為消費者是否采納或接受使用O2O模式下服務(wù)與產(chǎn)品受到其接受意愿的影響,而消費者的接受意愿則主要受到其對O2O模式下產(chǎn)品或服務(wù)的感知有用性、感知易用性等因素的影響,并且該產(chǎn)品或服務(wù)的消費者信任度和風險感知也會對消費者的使用意愿產(chǎn)生影響。消費者對產(chǎn)品或服務(wù)的感知有用性又受到其感知易用性、外界影響力和技術(shù)意識-創(chuàng)新的影響,而風險感知則受到消費者信任度的影響。根據(jù)實證研究的結(jié)果,本文提出O2O模式下相關(guān)企業(yè)的發(fā)展建議,以改善現(xiàn)有消費者對于O2O電子商務(wù)模式的接受程度,推動消費者的購買行為,構(gòu)建消費者忠誠度。最終引導企業(yè)正確選取其創(chuàng)新發(fā)展方向,構(gòu)建適用于中國消費者的長久有效的互聯(lián)網(wǎng)商業(yè)模式,增強企業(yè)的自身競爭能力。
[Abstract]:The O2O model is a new electronic commerce model which combines online trading and offline experience. The O2O model promotes and pushes the products or services provided by its platform online and consumers pay through online means. Offline is the platform for consumers to accept and experience products and services. Through O _ 2O, almost all real products and services can be connected with consumers in a timely manner through the Internet, integrating the speed, breadth and vast amount of offline products and services resources. It is certain to become the mainstream business model in the future. In the process of optimizing the O2O model, enterprises urgently need to understand the key factors that affect consumers' acceptance and use of the O2O model and the products and services they provide, and make this a breakthrough focus. Leading consumers to accept this emerging e-commerce model faster and more sustainably, and ultimately enabling consumers to accept and use the related products and services provided by the O2O platform. This paper starts with the study of how domestic consumers accept the adoption of emerging technology models, referring to other ecommerce industry technology acceptance models, and based on specific factors, constructs a model of influencing factors of consumer acceptance behavior under the O2O model. The structural equation analysis is carried out by using the data survey to obtain the samples which can be used for scientific analysis. Finally, this study suggests that consumers' willingness to accept services and products under the O2O model is affected by their willingness to accept them, and that consumers' willingness to accept them is mainly influenced by their perceived usefulness of products or services under the O2O model. Perceived usability and other factors, and the consumer trust and risk perception of the product or service will also have an impact on consumer willingness to use. Consumers' perceived usefulness of products or services is influenced by their perceived ease of use, external influence and technological consciousness-innovation, while risk perception is affected by consumer trust. According to the results of empirical research, this paper puts forward some suggestions on the development of related enterprises under the O2O model, in order to improve the acceptance of the existing O2O e-commerce model, promote consumer buying behavior, and build consumer loyalty. Finally, it guides the enterprise to select its innovation development direction correctly, constructs the long-term effective Internet business model suitable for the Chinese consumer, strengthens the enterprise's own competition ability.
【學位授予單位】：中國礦業(yè)大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：F724.6;F274

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