Analysis of Affecting Factors on O2O Platform Cognition to Internet Use Intention

• Main Authors: SU, ZHONG-XUAN, 蘇忠璿
• Other Authors: LIN, JEUN-SHENG
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/5g7zsn

碩士 === 國立屏東大學 === 行銷與流通管理學系碩士班 === 107 === 　　The O2O (Online to Offline) model is an e-commerce model in recent years. It integrates "online" and "offline" platforms into a series of serial activities. Consumers can simultaneously obtain electronic devices for consumption on online platforms. After the goods information provided by the merchants, the order is placed, and finally the offline store stores enjoy the products and services, which is to achieve the mode of virtual and real integration, and to help consumers bring convenience and immediacy. 　　This paper refers to the technology acceptance model (Davis, 1989) to study the Use Intention the O2O platform, according to the characteristics of today's e-commerce, to increase the number of Internet word-of-mouth and Perceived Value, to conduct empirical research on users of the O2O platform, and to adopt an online questionnaire. The survey collected data and collected 351 valid questionnaires, using narrative statistical analysis, reliability and validity analysis, regression analysis and structural equation modeling to analyze the path coefficients. 　　The results of the study were: (1) "Electronic Word-of-Mouth" has a positive impact on "Perceived Value" and "Perceived Usefulness" of O2O users; (2) "perceptional usability" and "perceptual usefulness" on the platform "Use Intention" (3) O2O users' "Perceived Value" has a positive impact on the platform's "Use Intention"; and (4) "Perceived Usefulness" has a mediating effect on "Perceived Ease of Use" and "Use Intention" . 　　In this paper, the marketing management implications of the industry suggest that Internet word-of-mouth is one of the factors for consumers to use the O2O platform. The usefulness, ease of use and use value of the O2O operating platform all affect the important attributes of consumers' Use Intention. It can be used as a reference for O2O platform operators to increase consumer Use Intention.