新疆餐饮业O2O模式转换动机影响因素的实证分析

O2O转换动机是餐饮业O2O模式重要组成要素,实证分析新疆餐饮业O2O转换动机的影响因素,结果表明:online特色因子对O2O转换动机具有显著的正向影响;营造口碑对O2O转换动机的影响小于低价折扣的影响;营造口碑对消费者的吸引力小于低价折扣的吸引力;爱捡便宜型生活形态与民族特色对O2O转换动机具有显著的正向影响。

O20 conversing motivation is an important constituent of O20 model of the catering industry. Analysing the influencing factors of the O20 conversing motivation of Xinjiang catering industry, the results show that the online characteristic factor has a significant positive influence on O20 conversing motivation; creating word - of - mouth＇ s effect on O20 switching motivation is less than the low price discount ; creating word - of - mouth＇ s appeal on consumer is less than that of the price discount ; loving cheap type of life form and national characteristics have a significant positive influence on O20 conversing motivation.