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

The Effects of Customer Offline Experience and Merchant Offline Presence on Customer Acceptance of Community O2O Ecommerce

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 offline（O2O）ecommerce pattern,this study propose two features of ecommerce pattern,i.e.,customer offline experience and merchant offline 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.