服装零售O2O商业模式的功能因子研究

Research on Function Factors of O2O Business Model in Clothing Retail

O2O商业模式是融合线上交易与线下服务特点的销售新模式,它的出现改变了现有的商业模式,如何明确O2O线上线下的功能定位使其更好地融合成为一个棘手的问题。从消费者角度出发,提出影响消费者购买体验的假设,构建了以消费者体验提升为最终目标的概念模型。采取因子分析法与回归分析法,揭示了O2O商业模式中影响消费者体验的深层影响因素,并为服装零售业在O2O模式下线上线下运营策略的选择提出理论依据。

The O2O business model is a new sales model that combines the features of online and offline services,whose emergence has changed the existing business model. How to define and better integrate the functional positioning of O2O online and offline has becomes a thorny issue. From the point of view of consumers,the author puts forward the hypothesis of affecting consumers’ purchase experience and constructs the conceptual model of enhancing consumer’s experience as the ultimate goal. Factor analysis and regression analysis were employed to reveal the deep influence factors that affect the consumer experience in the O2O business model,and a theoretical basis for the selection of online and offline operational strategies of the clothing retail industry under the O2O model was raised.