| Summary: | 碩士 === 靜宜大學 === 資訊傳播工程學系 === 103 === The rapid development of mobile technology makes the advantage and characteristics of using mobile devices, online transferring to offline O2O mode, being the vehicle of transferring process, which facilitates mobile shopping, is a fast and potential E-commerce mode. O2O is a new mode that takes the online customers to physical stores and check out at once. It emphasises using the advantage of the physical stores, which provides a face-to-face service, to increase the satisfaction level of customers. This research targets the mobile information, mobile transactions, user experience and service experience among customers in O2O mode. 459 valid samples of online questionnaire are received and used to investigate the effect of O2O on customers. The research results are shown as follows: (1)moblie information have significant effects on the usage；(2) service experience have significant effects on the usage；(3) mobile transactions no significant effects on the usage. The research adding more information application、diversified payment and specially services.
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