O2O模式下团购选择意愿研究  

Study on Group Purchase Preference under O2O Mode

作　　者：胡贵彦[1] 王博[1] 王强[1] 

机构地区：[1]北京物资学院,北京101149

出　　处：《物流技术》2017年第7期114-117,共4页Logistics Technology

摘　　要：O2O模式在很大程度上推动着餐饮行业的发展,餐饮行业也在不断寻求O2O模式下发展的新模式。通过对O2O营销模式中餐饮业团购消费者选择意愿影响因素进行调查研究,利用结构方程模型对基本假设与理论模型进行了检验和修正,研究表明:促销方式、消费者对团购网站的依赖性、消费者感知信任对选择意愿有正向影响;促销方式、店内服务与环境对感知信任有正向影响;感知信任对依赖性有正向影响。In this paper, through investigating the factors influencing the preference of the consumers in catering group purchase under the O2O mode, we used the structural equation model to test and modify the basic hypothesis and theoretical model and found that means of promotion, reliance of the consumer on the group purchase website and the perceived trust of the consumer had positive influence on the preference of the consumer; means of promotion, and in- shop service and environment had positive influence on perceived trust and perceived trust had positive influence on reliance.

关 键 词：O2O模式 团购 选择意愿 结构方程模型 

分 类 号：F713.365.1[经济管理—产业经济]