O2O电商外卖模式下重复消费意愿影响因素研究

Research on the Influence Factors of Repeat Consumption Intention in O2O Takeaway Business Mode

在O2O电子商务模式下,本文以美国顾客满意度指数模型(ACSI)为理论基础,以结构方程模型为研究工具,构建包含平台易用性、信息内容、服务响应、期望感知、消费感知、顾客满意度和顾客重复消费意愿7个潜变量的结构方程模型,分析影响顾客重复消费意愿的因素。研究发现期望感知和消费感知均能显著影响顾客重复消费意愿,且消费感知的影响作用更大,服务响应对顾客消费感知的正向影响力最强。

In the 020 electronic business mode, by taking the America Customer Satisfaction Index Model （ACSI） as theoretical basis, and the SEM theory as research tool, the paper builds a SEM model containing 7 latent variables such as platform＇s ease of use, information content, service response, desired perception, consume perception, consumer sat- isfaction and consumer repeat consumption intention, and analyzes the influence factors of consumer repeat consumption intention. The study finds that the desired perception and consumer perception can signifieantly influence the consumer repeat consumption intention, especially the consumer perception, and the response of service has the strongest positive influence on consumer perception.