基于用户体验的O2O顾客满意度实证研究

Empirical Study on O2O Customer Satisfaction Degree based on User Experience

相比传统购物模式,网络购物环境下企业让在线顾客满意更加困难。笔者以O2O为对象,从用户体验角度分析在线顾客满意度,并进行实证检验。结果表明,在线顾客对企业品牌形象的感知将会对其满意度造成影响,在线顾客的线下用户体验对企业品牌形象感知有显著正向作用,线上感知质量与线下感知质量两个潜在变项之间有着显著的相互促进作用,而线下感知质量对在线顾客满意度和线上感知质量对企业品牌形象感知没有显著影响。

Compared with traditional shopping mode, the online customer satisfaction is much more difficnlt for enterprise under the online shopping environment. This paper takes O2O as object, analyzes the online customer satisfaction degree from user experience and takes empirical test. The results show that： enterprise brand image perception can directly impact the customer satisfaction degree, the offline perception quality has significant positive effect on enterprise brand image perception, online perception quality and offline perception quality have obvious mutual improving effect, while offline perception quality has no significant impact on online customer satisfaction degree and so it is with online perception quality to enterprise brand image perception.