| Summary: | 碩士 === 輔仁大學 === 資訊管理學系碩士在職專班 === 107 === The O2O consumption model provides consumers with the convenience of ordering goods or services online, and then going to offline stores to get goods or experience services. Today is a generation of mobile device for people, online shopping and seeking services are no longer like traditional to do at home and in the office or go to a retail store, in the era of more speed and convenience, use of O2O mobile services through mobile devices is also becoming more and more widely. Mobile devices are not only unlimited by time, but also no regional influence. User can enjoy shopping at any time through the Internet. However, the important idea is that they can to buy the good or service of they want during the shopping process. For the vast amount of goods and information provided by the Internet, consumers are willing to use O2O mobile services depending on how to effective for consumers to quickly find the products of they need, the purpose is to get the right product information and buy preferential products. The research structure is the effect of perceived value, experience value and satisfaction on the willingness to use the O2O mobile services again.
This research adopted uses convenience sampling via network, total withdraw 245 effective copies, the research results show that:
1.Perception value and experience value have a positive and high impact on satisfaction, while satisfaction will positive to affect for willingness to use again.
2.In the perception value, the mostly consumers pay great attention to providing a variety of goods options. In the experience value part, it is very important for consumers to experience shopping at any time and to complete shopping quickly. Efficient to allow consumers to buy the goods and services will be increased their satisfaction. All of the above factors will positively affect consumers' willingness to use this service again.
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