顾客体验与商户线下存在对社区O2O电商接受意向的影响研究  

A Study on the Impact of Customer Experience and Merchant Offline Presence on Acceptance Intention of Community O2O E-commerce

作　　者：于本海[1] 杨永清[1] 孙静林 秦晋[1] 徐岩[1] 

机构地区：[1]山东工商学院管理科学与工程学院,山东烟台264005

出　　处：《复印报刊资料（市场营销）》2016年第1期49-55,共7页

基　　金：国家自然科学基金资助项目U1301089,71471103,71271095,71272122,71501113）;教育部人文社会科学研究基金资助项目（13YJA630128）.

摘　　要：在深入调研社区O2O电商模式特点的基础上，系统地分析了用户线下体验和商户线下存在两个社区O2O特征变量对消费者接受意向的影响；着重研究了这两个前因变量对于感知有用性、易用性、信任及感知风险等技术因素和消费者心理因素的影响机理。实证分析表明顾客体验对感知易用性、感知有用性和信任有积极影响，对感知风险影响不显著；商户线下存在对感知易用性和信任有积极影响，对感知风险有负向影响；感知易用性、感知有用性和信任显著影响行为意愿，而感知风险对消费者行为意向影响不显著。Based on the analysis of the characteristics of community online to offiine （O2O）ecommeree pattern, this study propose two features of ecommerce pattern, i. e., customer offiine experience and merchant offiine presence. The effects of these two features on consumer acceptance behavior of the commerce pattern were empirically tested. Attentions were paid on the effects upon technological character variables and psychological character variables, including perceived usefulness, perceived ease of use, trust and perceived risk. The results show that customer experience has positive influence on perceived usefulness, perceived ease of use and trust, but has little on perceived risk; offline presence has positive impact on perceived ease of use and trust, and has negative impact on perceived risk; perceived ease of use, perceived usefulness and trust have significant influence on consumers acceptance intention, but perceived risk has no significant influence on behavior intention.

关 键 词：社区O2O电商 顾客体验 商户线下存在 接受意向 

分 类 号：F590.65[经济管理—旅游管理]