摘要
O2O电子商务模式有效的结合线上线下平台,实现了企业的共同价值创造,但其服务过程中存在的同质化严重、服务质量难把控、用户忠诚度低等问题严重影响了O2O电子商务的发展与进步。因此,本文基于用户接受动机、用户消费动机、用户生成内容动机三个动机层面分解O2O电子商务服务过程,并提出基于用户动机的O2O电子商务服务过程的优化方法,为改善O2O存在的问题提供了理论参考。
020 e-commerce model combined the Online and Offline platform effectively and realized the common value creation. However, the problems of seriously homogeneous, uncontrolled service quality and lower customer loyalty in the service process have seriously affected the development and progress of 020 e-commerce. Therefore, this paper analyzes the decomposition of 020 e-commerce service process from three aspects including the acceptance motivation, consumption motivation and user generated content moti- vation. Then it proposes the methods of optimizing the 020 e-commerce service process based on user mo- tivation. And we hope that the work can provide theoretical reference for the improvement of 020 existing problems.
出处
《信息资源管理学报》
2016年第2期81-85,共5页
Journal of Information Resources Management
关键词
O2O电子商务
服务过程
用户动机
分解优化
020 e-commerce Service process User motivation Decomposition and optimization
