【作者】 徐亮；

【导师】 陆瑜芳；

【作者基本信息】 上海大学 ， 国际商务（专业学位）， 2015， 硕士

【副题名】以本地生活服务类企业为例

【摘要】 O2O(Online to Offline)电子商务是一种新型的电子商务模式,从线上到线下,商家在线上做广告宣传,将消费者吸引到线下消费。例如大众点评、滴滴打车、顺丰“嘿客”等均属于O2O电子商务模式。近几年,O2O电子商务在我国发展迅速,各行各业商家投资重金开展O2O电子商务,将此作为一种重要的营销手段,为商家带来了非常可观的效果。与传统的购物模式相比,在这种全新的消费模式下,消费者行为是否会被改变?影响消费者行为的因素有哪些?因此,在O2O电子商务环境下,消费者行为的研究引起了越来越多学者的关注。本研究基于技术接受与采纳模型(UTAUT),验证了此模型在O2O电子商务环境下的适用性。笔者在研究时根据目前的实际情况,在原始模型的基础之上,增添了两个新的变量,构建出本文的研究模型。以目前知名度较高的O2O电子商务企业为例设计了调查问卷,通过线上和线下相结合的方式收集到了500多份有效数据,运用SPSS、AMOS两个软件分析了数据,验证模型中所提出的假设,从而得知在O2O电子商务环境下对消费者行为的关键影响因素。最后,根据研究结论,笔者为商家、消费者以及整个行业提出建议。在O2O电子商务环境下,商家应该挖掘消费者需求、提升产品和服务质量、不断开展新的营销方案以及为消费者提供信息安全保障等等;消费者应当理性消费、培养风险意识和维权意识;对于整个O2O行业,国家有关部门应当建立起相应的监管制度,出台相关政策、法规,为消费者和商家提供保障。本研究为O2O电子商务方面的研究提供新的思路,以促进O2O电子商务更好、更快地发展。更多还原

【Abstract】 O2O(Online to Offline) e-commerce is the new e-commerce mode where merchants advertise online and attracts consumers to shop offline. Dianping,Didi Taxi and “hey ke” of SF Express belong to the category of O2 O e-commerce mode. In recent years, O2 O e-commerce has been developing rapidly and merchants from various industries and sectors have invested heavily on the O20 e-commerce as an important marketing method, which brings grand effects. Compared with the traditional shopping model, have the consumers’ behaviors’ been changed in this brand-new consuming mode? What’re the factors influencing consumers behaviors? Therefore, in the environment of O2 O e-commerce, researches on consumers’ behaviors have drawn attentions of scholars.Based on UTAUT, this paper verifies the applicability of this mode in the environment of O2 O e-commerce. According to the truth, based on original model,two new variations were added and the research model of this paper was developed.Questionnaire was designed taking the examples of O2 O e-commerce enterprise with better popularity. Over 500 effective data were collected both online and offline and analyzed with the help from two software– SPSS and AMOS.Assumptions in the model were verified, thus it’s concluded the crucial factors influencing consumers’ behaviors in the environment of O2 O e-commerce.At last, in accordance with the research conclusions, this paper offers proposals for merchants, consumers and the whole industry. Merchants should tap the demands of consumers, promote the quality of products and services,frequently making new marketing plans as well as provide information safety guarantee. Consumers should consume reasonably, develop consciousness of risk and rights safeguarding. For the whole industry of O2 O, related authoritiesshould establish corresponding regulatory system, introduce relevant rules and regulations to provide guarantee for consumers and merchants.This research offers new ideas for the research on O2 O e-commerce in order to promote the faster and better development of O2 O e-commerce.更多还原