Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/92983
標題: Understanding Usage Transfer Behavior of Two Way O2O (Online-to-Offline and Offline-to-Online) Services
以使用行為轉移觀點探討O2O消費行為之研究
作者: 謝承翰
Cheng-Han Hsieh
關鍵字: O2O(Online-to-Offline and Offline-to-Online)
Usage-Transfer
TAMⅡ
ISSM
Convenience
Trust
Perceived Risk
O2O營運模式
使用行為轉移
科技接受模型第二版
資訊系統成功模型
便利性
信任
認知風險
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摘要: Owing to the advances and the prevalence of information technology, the worldwide network has already become part of life. With the rapid increase of internet users, e-commerce is also striving to become the mainstream of current business activities. Regardless of the scale of the enterprises, the e-market has already become a force that should not be overlooked. In addition to the already existing business models, such as B2B, B2C, C2B and C2C, O2O is also in rapid development in recent years. Compare with the path O2O researches, most researches concentrated on a single application of O2O to explore user intention. This study aims to understand if consumer experiences and behaviors can be transferred to the other side between Online and Offline, and find the O2O marketing mode in the key factors that influence consumer behavior. In this study, we adopt a questionnaire surveys which consist of Online-to-Offline and Offline-to-Online for data collection on the internet. According to consumers past involved into O2O marketing mode of experience and views for fill answer. This study integrates 'Trust', 'Perceived Risk', 'Subjective Norm', 'Perceived Interaction', 'Convenience', 'Service Quality', 'Satisfaction' and 'Behavior Intention' as a research model and for follow-up analysis and discussion. This study integrates Technology Acceptance ModelⅡ (TAMⅡ), Information System Success Model (ISSM) and other external variables to establish hypotheses. Structural equation modeling (SEM) is used for result analysis and verification. The empirical results reveal that (1) In Online-to-Offline mode, trust, perceived risk, service quality, subjective norms and convenience have significant positive influence over consumers' system satisfaction and behavior intention, but perceived interaction isn't significantly associated with system satisfaction. (2) In Offline-to-Online mode, trust, service quality, perceived interaction, subjective norms and convenience have significant positive influence over consumers' system satisfaction and behavior intention, but perceived risk isn't significantly associated with behavior intention. Moreover, this study provide practical references for the O2O enterprises as marketing adjustment, so their strategical applications are satisfying the demands of the targeted customers. In this way, they can also increase the targeted user's intention to use the product and obtain real benefits.
資訊科技的進步和盛行,網際網路已成了生活中不可或缺的一部分,且隨著其使用人口急速增加,也促使電子商務(E-Commerce)市場蓬勃發展。不論企業規模大小,網路市場已成一股不可小覷的力量,但相對的越多新血注入這塊市場,商業模式與營運策略就成為了百家爭鳴的重要關鍵。有別原有的B2B、B2C、C2B和C2C的電子商務商業模式,近年崛起的O2O營運模式已在市場快速發展。 相較過去對於O2O的相關研究都集中於某單一O2O應用的使用者意向探討,本研究將分別在Online-to-Offline及Offline-to-Online兩種模式中,探討消費者於實體通路和虛擬通路之間的使用經驗與行為是否可被移轉至另一個通路中,並從中發掘在O2O營運模式中影響消費者行為的關鍵因素。本研究透過網路問卷發放的方式,根據消費者過去涉入O2O營運模式的經驗與看法進行填答,並蒐集了Online-to-Offline及Offline-to-Online兩種模式的樣本,以「信任」、「認知風險」、「服務品質」、「滿意度」、「主觀規範」、「社會互動性」、「便利性」及「行為意向」等因素做為本研究模型架構並進行後續分析及討論。 本研究藉由科技接受模型第二版、資訊系統成功模型及其他外部變數建立研究假說,並以結構方程模型(Structure Equation Modeling, SEM)進行假說分析檢定。經實證後結果顯示:在Online-to-Offline模式中,信任、認知風險、系統服務品質、主觀規範及便利性對消費者的系統滿意度及行為意向有正向顯著影響,而社會互動性對系統滿意度的假說則無顯著影響。在Offline-to-Online模式中,信任、系統服務品質、主觀規範、社會互動性及便利性對消費者的系統滿意度及行為意向有正向顯著影響,而認知風險對行為意向的假說則無顯著影響。本研究結果可對學術界相關研究及欲踏入O2O營運模式的業者有所助益。
URI: http://hdl.handle.net/11455/92983
其他識別: U0005-1008201515394500
文章公開時間: 10000-01-01
Appears in Collections:資訊管理學系

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