摘要
随着我国共享经济的不断发展,O2O正逐步成为我国商业经济领域的主要发展模式。本研究以我国道路救援类O2O服务的潜在消费者为研究对象,通过经验取样法的研究范式展开了连续5周的日记性情境模拟实验。研究结果显示,O2O平台在线评论与消费者采纳之间存在显著的倒U形非线性影响关系,且平台信任的调节作用显著;在分样本的情境模拟检验中,消费者所面临的情境差异,将显著影响O2O平台在线评论与消费者采纳之间的作用机制,且平台信任的调节影响各异。建议国内相关O2O平台企业,应逐步完善消费者评价机制,促进在线评论的可靠性、精准性,以适应现代消费者的实际需求,并强化O2O平台的监管审查体系建设,保证用户隐私信息安全,提升消费者信任度。
With the continuous development of the shared economy,O2 O is gradually becoming the main mode in China’s commercial economy. So this study aimed at potential consumers of road-rescue O2 O services,and carried out a five-week experimental investigation of the situation through the empirical sampling model. According to the results,there is a significant inverted U-shape relationship between O2 O-platform online review and consumer adoption,and the platform trust has a significant regulatory effect. At the same time,in the sample situation simulation test,the difference among the situation faced by consumers will significantly affect the mechanism between the online review of the O2 O platform and consumer adoption,and the impact of the adjustment of the platform trust is different. Therefore,it is proposed that O2 O platform enterprises improve the consumption evaluation mechanism,promote the reliability and precision of online reviews to meet the actual needs of modern consumers,and strengthen the regulatory review system to ensure user privacy and enhance consumer trust.
作者
付跃强
夏天添
FU Yue-qiang;Xia Tian-tian(Collaborative Innovation Center,Jiangxi University of Technology,Nanchang Jiangxi 330000,China)
出处
《技术经济与管理研究》
北大核心
2019年第11期16-21,共6页
Journal of Technical Economics & Management
基金
国家社科基金青年项目(14CGL072)
江西省高校人文社会科学研究项目(GL18118)
