| Summary: | 碩士 === 國立中興大學 === 資訊管理學系所 === 103 === Owing to the advances and the prevalence of information technology, the worldwide network has already become part of life. With the rapid increase of internet users, e-commerce is also striving to become the mainstream of current business activities. Regardless of the scale of the enterprises, the e-market has already become a force that should not be overlooked. In addition to the already existing business models, such as B2B, B2C, C2B and C2C, O2O is also in rapid development in recent years.
Compare with the path O2O researches, most researches concentrated on a single application of O2O to explore user intention. This study aims to understand if consumer experiences and behaviors can be transferred to the other side between Online and Offline, and find the O2O marketing mode in the key factors that influence consumer behavior. In this study, we adopt a questionnaire surveys which consist of Online-to-Offline and Offline-to-Online for data collection on the internet. According to consumers past involved into O2O marketing mode of experience and views for fill answer. This study integrates “Trust”, “Perceived Risk”, “Subjective Norm”, “Perceived Interaction”, “Convenience”, “Service Quality”, “Satisfaction” and “Behavior Intention” as a research model and for follow-up analysis and discussion.
This study integrates Technology Acceptance ModelⅡ (TAMⅡ), Information System Success Model (ISSM) and other external variables to establish hypotheses. Structural equation modeling (SEM) is used for result analysis and verification. The empirical results reveal that (1) In Online-to-Offline mode, trust, perceived risk, service quality, subjective norms and convenience have significant positive influence over consumers’ system satisfaction and behavior intention, but perceived interaction isn’t significantly associated with system satisfaction. (2) In Offline-to-Online mode, trust, service quality, perceived interaction, subjective norms and convenience have significant positive influence over consumers’ system satisfaction and behavior intention, but perceived risk isn’t significantly associated with behavior intention. Moreover, this study provide practical references for the O2O enterprises as marketing adjustment, so their strategical applications are satisfying the demands of the targeted customers. In this way, they can also increase the targeted user’s intention to use the product and obtain real benefits.
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