摘要
在对现有的理论和模型进行总结的基础上,结合新兴的O2O模式,构建了消费者消费体验度影响因素的研究模型,并且以苹果体验店为例进行了实证研究。探究消费体验的过程性、互动性、文化性和个性对于消费体验度和最终购买行为的影响。实证研究结果支持这一理论模型和大多数假设,表明上述潜在变量对于消费体验度和购买行为确实较强的正向相关关系。最后根据实证研究的结果对企业提出实质性的建议,并指出研究的局限之处和改进方法。
Based on the theories and models which are already existed, this paper structured a new model which intends to explore the factors which have an influence on the consumption experience under the O2O model. This paper investigated the influence come from the process of experience of consumption, the interaction of experience of consumption, the cultural of experience of consumption and the personality of experience of consumption. After the empirical study of this issue, this paper found out that the results supports most of the hypothesis above. According to the results, these four fairs have positive effects on consumption experience. At the end of this paper the paper proposed some substantial suggests for companies as well as the way to improve the quality of the research.
出处
《现代情报》
CSSCI
2014年第12期55-59,63,共6页
Journal of Modern Information
基金
教育部人文社会科学青年基金项目"面向云计算环境下科技文献共享的语义集成模型研究"(项目编号:12YJC870037)
教育部高等学校博士学科点基金项目"流式数据挖掘服务平台的数据管理与算法管理理论研究"(项目编号:20123120120004)
关键词
消费体验度
影响因素
O2O
experience consumption
influential factors
O2O
