| O2O模式下消费体验度影响因素探究——以苹果体验店为例 |
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| 引用本文： | 崔健,朱小栋.O2O模式下消费体验度影响因素探究——以苹果体验店为例[J].现代情报,2014,34(12):55. |
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| 作者姓名： | 崔健 朱小栋 |
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| 作者单位： | 上海理工大学管理学院, 上海200093 |
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| 摘 要： | 在对现有的理论和模型进行总结的基础上,结合新兴的O2O模式,构建了消费者消费体验度影响因素的研究模型,并且以苹果体验店为例进行了实证研究。探究消费体验的过程性、互动性、文化性和个性对于消费体验度和最终购买行为的影响。实证研究结果支持这一理论模型和大多数假设,表明上述潜在变量对于消费体验度和购买行为确实较强的正向相关关系。最后根据实证研究的结果对企业提出实质性的建议,并指出研究的局限之处和改进方法。
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The Exploration of Factors Influencing Consumption Experience Based On the O2O Model |
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| Authors: | Cui Jian Zhu Xiaodong |
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| Institution: | Business School, University of Shanghai for Science and Technology, Shanghai 200093, China |
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| Abstract: | Based on the theories and models which are already existed,this paper structured a new model which intends to explore the factors which have an influence on the consumption experience under the O2O model.This paper investigated the influence come from the process of experience of consumption,the interaction of experience of consumption,the cultural of experience of consumption and the personality of experience of consumption.After the empirical study of this issue,this paper found out that the results supports most of the hypothesis above.According to the results,these four factors have positive effects on consumption experience.At the end of this paper the paper proposed some substantial suggests for companies as well as the way to improve the quality of the research. |
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