The Impacts of O2O Business Model on Brand Value：Moderating By Augmented Reality

• Main Authors: SYU,JHE-CHENG, 許哲誠
• Other Authors: CHEN, HSIU-LI
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/78980397990937739996

碩士 === 銘傳大學 === 國際企業學系碩士班 === 105 === Traditional e-commerce, nothing more than B2B, B2C, C2C, Web1.0, Web2.0 and other types, these models are unilateral virtual store transactions (Tseng, 2013b). However, with the popularity of smart phones, mobile business is the business can not be ignored business opportunities. O2O (Online to Offline) is a recently emerging business model, and many companies are also using it to attract consumers and develop new markets. This study focuses on the impact of the O2O business model on the value of corporate brands, the availability of augmented reality, and the different function types of O2O business models. The brand value will change. According to this, the hypothesis of this study is: (1) O2O business model of the type of cooperation model of the brand value of the enterprise there are significant differences; (2) Augmented reality on the O2O business model of cooperation between the model and the brand value of a significant adjustment effect ; (3) O2O business model of the implementation of functional types of O2O business model of cooperation between the model and the brand value of a significant adjustment between the effect. This study is based on SPSS variance analysis to explore the "O2O business model of the cooperation model category", "the availability of augmented reality," and "O2O business model of the implementation of different types of functions," "brand value "relationship of them. In this study, sample collection was carried out in two ways: physical sample questionnaire and network questionnaire. A total of 615 copies were collected during the collection of questionnaires for 2017/03/15 to 2017/04/17, with an invalid questionnaires and an effectiv questionnaires of 550. The results of the empirical analysis of this study are (1) the type of cooperation model of O2O business model has significant difference on the brand value of the enterprise (2) there is no significant adjustment effect for augmented reality between the mode of cooperation and the brand value of O2O business model (3) O2O business model of the implementation of functional typeof O2O business model between the model and the value of the brand did not significantly adjust the effect. But the discovery of O2O business model of the implementation of functional types and augmented reality of the O2O business model of cooperation between the model and the value of the brand has a very significant adjustment effect.