O2O消費模式對消費者購買行為意圖之影響因素研究

Abstract

近年來，消費趨勢受到行動裝置普及、網路運用便利以及人們消費習慣改變的影響，網購市場在傳統的B2C商業模式平台中增添O2O消費模式之相關功能，以吸引消費者從事購買行為。O2O（Online to Offline）消費模式，打破購物的時空限制，整合線上與實體的商品及顧客資訊，進行重點行銷，藉此提高店家績效。本研究針對消費者的行為意圖加以分析，並以消費者的角度去觀察店家推出O2O消費模式網站/APP，是否能有效增加與消費者的互動，進而提升消費者的購買意願。 本研究以科技接受模式(TAM)與期望確認模式(ECM)為主架構，加入認知風險因素，建立整體研究模型，並以具有O2O消費模式平台之使用經驗者作為研究對象，透過網路平台收集樣本資料，共回收340份有效問卷。後續進行樣本資料的統計分析，並利用結構方程模式(SEM)做進一步的假設檢定，最終歸納出研究結論及相關建議。根據研究結果顯示，O2O消費模式網站/APP對於消費者的購買行為意圖具有正面帶動作用。

Recently, the consumption trend has been influenced by mobile devices, the Internet, and the variation of the consumers’ habits. In order to attract consumers in purchasing, the traditional B2C platform has additional functions provide by the Online-to-Offline (O2O) model in online shopping market. O2O, a rising model, overcomes the limits of space and time and integrates the information about customers and the merchandise, which effectively enhances the marketing precision and business performance. This research mainly analyzed users’ behavior and intention, and investigated the consumers’ perspective to understand the effect caused by O2O website/APP. In this study, a model based on Technology Acceptance Model (TAM), Expectation Confirmation Model (ECM), and perceived risk was built. Totally 340 effective samples of subjects experiences of Online-to-Offline (O2O) were taken to execute statistic analysis, and test the hypotheses on the basis set on those sample data. Finally, the conclusions and suggestions of the subject were provided.