Online to Offline Experiential Value and the Effects on Customer Loyalty

• Main Authors: Kuei-Chou Tsou, 鄒貴州
• Other Authors: Ja-Shen Chen
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/xp9dbs

碩士 === 元智大學 === 經營管理碩士班(企業管理與服務科學學程) === 102 === Past research on consumer experiential value is focused on either physical or offline scenery. This research intended to examine experiential value for online to offline (O2O) scenery and the effect on customer loyalty. We adopted dramaturgy theory and information systems success model and proposed a framework with three hypotheses. A user survey form 340 consumers in Taiwan were collected via Internet. SPSS and AMOS were used to analyze the data. The results showed that web information quality and web service quality in virtual scenery and servicescape and price promotion in offline scenery have significant and positive effects on experiential value and experiential value has a significant and positive effect on customer loyalty. We concluded with discussions, research contributions and implications for this study.