| Summary: | 碩士 === 國立臺北商業大學 === 企業管理系研究所 === 107 === The rapid development of the Internet has made the original e-commerce B2B, B2C, C2C, C2B and other business models, another new model O2O (clicks-and-mortar), which will lead the online store to offline consumption., and the store displays the store information and product information to the consumers through the Internet. The consumers select and consume through online screening and offline comparison and experience, and use online and offline payment. Maximize the consumer's individual needs. Clicks-and-mortar can effectively increase its sales, and can better understand the needs of consumers. Through the online shopping trend, the source of the customer will be introduced into offline physical consumption, and the virtual and physical stores of the network will be perfectly connected to realize the effect of clicks-and-mortar. The study was conducted using a web-based questionnaire. A total of 550 questionnaires were distributed and 375 valid questionnaires were used. Statistical analysis was performed using SPSS 22.0. The study found that using O2O stores to enhance community support in the social network not only helps to enhance the customer's experience value and relationship quality, but also enhances customers' purchase intention in physical stores. This study proposes recommendations for the above findings for practical use and subsequent research.
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