| Summary: | 博士 === 國立臺灣大學 === 商學研究所 === 101 === Generally speaking, the transaction in traditional catering service is “receiving food service first and paying later”. Thus, the pricing and service are aimed at satisfying the demand of customers. O2O is different from the traditional catering service. In particular, O2O customers, based on the website information, firstly buy online coupon with about 50% discount and later consume in the restaurants. Based on the large discount promotion, the O2O business is fast growing. However, the restaurants proving the service can get only the 70%-discounted price, which frequently leads to disputes of transaction.
Although the high frequency of transaction disputes, O2O is still the most copied and prospering innovative business model. Thus, the characteristic of business model is worth our study. This study explores the purchase’s behaviors under the O2O business model, and analyzes the relationship among psychological variables, online marketing perception and purchasing behaviors.
Through questionnaire survey, we found:
1.The major purchasing behaviors of O2O customers include preference of promotion with over 50% discount, willingness to repurchase and recommend the service to their relatives or friends.
2.The online marketing perception of the customers to O2O catering service is mainly focused on reasonable discounts, O2O payment/refunding mechanism and reputation.
3.The relationship analysis identifies:
（1）The O2O customers who prefer big discount place importance on the payment/funding mechanism, visibility, valuation on the promotion, product reputation/location and recommendation. The customers who like good deals and enjoy sharing place importance on promotion advertisement.
（2）The O2O customers who prefer big discount, like good deals and enjoy sharing have high satisfaction, willingness to recommend and willingness to repurchase.
（3）There is notable relationship between the time-limited and quantity-limited O2O promotion and customers’ willingness to recommend.
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