O2O在线外卖中国用户满意度对其持续消费意愿的影响研究 ——以用户习惯为调节变量

서지정보

· 발행기관 : 부산대학교 중국전략연구소
· 수록지 정보 : Journal of China Studies / 21권 / 3호 / 101 ~ 120페이지
· 저자명 : Liu, Wen, 강태원

초록

Driven by the O2O e-commerce model combining online trade and offline experience, the catering industry has spawned a new form of consumer experience – take-out O2O, and the emergence of the O2O model has also contributed to the development of the catering industry. A model based on the User Satisfaction Index (ACSI) to analyze the user's willingness to sustain consumption, and conducts research on the online take-out platform under the O2O e-commerce model is established in this paper. The structural equation model is used as a research tool to construct the structural equation model with 7 latent variables which includes platform usability, platform easy to use, platform enjoyment, expectation perception, using perception, customer satisfaction, and continuance intention to analyzes the factors affecting user satisfaction and their willingness to continue consumption, and examines the role of user habits (Habit) in user expectations perception, consumption perception, and user satisfaction and willingness to sustain consumption. After confirmatory factor analysis of 518 valid questionnaires, the data combination reliability value (CR) and average variance extraction (AVE) both met the requirements while the combination reliability and convergence validity are in high level. The results demonstrated the user's expectation perception and consumption perception respectively are positively effect by ease of use, platform practicability and platform enjoyment of O2O online take-out platform; user expectation perception and consumption perception have shown significant positive impact on user satisfaction and continuous consumption willingness respectively, while users expect perception and consumption perception have a significant positive impact on consumer willingness through user satisfaction. At the same time, when it turns to users’ habits a significant negative adjustment has been shown among expectation and willingness to consume, consumption perception and willingness to continue consumption, and user satisfaction and willingness to sustain consumption. During the construction of the O2O online take-out platform, the platform can optimize the use of the take-out platform, actively handle user evaluations and complaints, create a function to quickly search and check user order information, and actively save the user's ordering time. And to provide an affordable, quality-guaranteed dish can effectively enhance the user's perception of consumption.

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