中国O2O市场价值主张影响顾客价值的机制

Research on the Influence Mechanism of Customer Value Propositions on Customer Value in Chinese O2O Markets

近年来,O2O商业模式发展迅猛,成为促进消费的新途径。然而学术界对O2O领域的研究处于起步阶段,尚未明确O2O商业模式的顾客价值创造机制。基于中国O2O消费者的问卷调查,采用多元回归分析方法进行实证检验,可揭示O2O价值主张对顾客价值的影响路径和机理。实证结果表明,O2O价值主张是顾客价值的源泉,便利性、个性化和位置性这三大O2O价值主张对社会价值、情感价值、功能价值、新奇价值和情境价值这五大顾客价值产生了不同程度的影响。便利性对五大顾客价值全部产生显著的正向影响;个性化除了对功能价值的影响不显著外,对其他四个顾客价值具有显著的正向影响;位置性除了对新奇价值的影响不显著外,对其他四个顾客价值也具有显著的正向影响。

In recent years,the O2O business model has been developed rapidly.It has been a new way for us to promote consumption.However,the O2O related research is still at the initial stage,and the customer value creation mechanism of the O2O model is not yet clear.Based on the questionnaire survey of Chinese O2O consumers,with the help of multiple regression analysis method,the author carries out an empirical test to reveal the influence path and mechanism of O2O value propositions on customer values.The empirical results show that:the O2O value propositions are the source of customer value;the three O2O value propositions,such as convenience,personalization and location,have different degrees of influence on the five customer values,such as social value,emotional value,functional value,epistemic value,and conditional value;convenience has a significant positive impact on all the five customer values;except the functional value,personalization has a significant positive impact on the other four customer values;and except the epistemic value,location has a significant positive impact on the other four customer values.