消费者对O2O接受意愿的影响因素及策略建议分析

The Analysis On The Factors Of The Consumers' Willingness To Accept O2O And Strategic Suggestions

作为线上交易与线下体验有机结合的新兴消费方式,O2O逐步为越来越多的消费者所了解。本研究以无O2O消费经历的人群为对象,借鉴国内外相关研究成果,运用结构方程模型对无O2O消费经历的人群对该方式的接受意愿的影响因素进行探讨。结果表明:技术意识-乐观和外部意见对消费者接受意愿有显著正向影响;网上交易风险感知对消费者接受意愿有显著负向影响;而技术意识-创新对接受意愿没有显著影响。针对我国实际情况,结论提出商家应当不断采用实用性和便捷性更强的新技术、注重对受众进行市场教育并且多利用网络上有影响力的人物进行宣传。

As online to offline experience the organic combination of new consumption patterns, O2 O is gradually understood by more and more Chinese people. This study takes the crowd of who has no O2 O consumption experience for the object, draw lessons from the related research results at home and abroad, applying SEM on the discussion of the influencing on the willingness of people who have no experience in O2 O consuming to accept O2 O style. The results show that： Technology Readiness_Personal Optimism and External Influence have a significant positive effect on consumers＇ willingness to accept. Perceived Online payment Uncertainty has a significant negative effect on consumers＇ willingness accept. But Technology Readiness_Personal innovativeness has no significant effect on their willingness to accept. According to the actual situation in our country, the conclusion puts forward that the enterprises should continuously adopts new technology of stronger practicability and convenience, pay attention to the market education of audiences and advertise through the influential people on the Internet.