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Haoran Sheng. Study on the influence of O2O fresh convenience store experience value on consumers' purchase intention. Master's Degree(Business Management). Rangsit University. Rangsit University Library. : Rangsit University, 2023.
Study on the influence of O2O fresh convenience store experience value on consumers' purchase intention
O2O 生鲜便利店体验价值对消费者购买意愿的影响研究
Name: Haoran Sheng
LCSH:
Purchase intention
LCSH:
Consumers
-- Case studies
LCSH:
Customer satisfaction
Abstract:
O2O Fresh Convenience Store is a business model that uses Internet
technology to provide product information online, and offline physical stores deliver
goods after customers choose products through software. Today people's pace of life is
accelerating. Such O2O Fresh Convenience Store service can save time and provide
convenience for life.
Based on the expected value theory, this paper studies the relationship among
experience value, customer satisfaction and purchase intention under the O2O Fresh
Convenience Store business model. A research model was built, hypotheses were
proposed, and questionnaires were issued. The research results of this paper are as
follows: First, combined with the actual situation of O2O fresh convenience store
model, the dimension of experience value is divided into four dimensions: APP
function value, service value, cost value and emotional value, which has been verified
in the empirical study, which is a new attempt. Second, the relationship model of
"experience value -- customer satisfaction -- purchase intention" in O2O Fresh
Convenience Store mode is constructed, and the mechanisms of experience value,
customer satisfaction and purchase intention are revealed. In order to improve the
experience value of customers in O2O fresh convenience store mode, theoretical
guidance and suggestions are provided for improving customer satisfaction and
purchase intention.
Abstract:
O2O 生鲜便利店是利用互联网技术线上提供产品信息，客户通过软件选择商
品后，由线下实体店进行配送的商业模式。在当今社会，人们生活节奏加快，这
种O2O 生鲜便利店的服务能够很好的节省时间，为生活提供便利。
本文以期望价值理论，研究在O2O 生鲜便利店的商业模式下，体验价值、
顾客满意度与购买意愿三者之间的关系。构建研究模型，提出假设并发放问卷，
在收集了369 份问卷后，分析数据得出体验价值中的APP 功能价值、服务价值、
成本价值和情感价值对顾客满意度和消费者购买意愿均产生正向影响。并且顾客
满意度在体验价值和购买意愿之间起到一定的中介作用。本文的研究成果在于：
第一，结合O2O 生鲜便利店模式的实际情况，将体验价值的维度划分为APP 功
能价值、服务价值、成本价值和情感价值四个维度，并在实证中得到验证，这是
一个新的尝试；第二，构建了O2O 生鲜便利店模式中体验价值顾客满意度
购买意愿关系模型，揭示了体验价值、顾客满意度和购买意愿的作用机制，为
提高O2O 生鲜便利店模式顾客的体验价值，从而为提升顾客满意度和购买意愿
提供了理论指导和建议。
Rangsit University. Rangsit University Library
Address:
Pathum Thani
Email:
rattanapornn@rsu.ac.th
Name: Tang Yingkai
Role:
Advisor
Created:
2023
Modified:
2567-04-29
Issued:
2024-04-29
วิทยานิพนธ์/Thesis
application/pdf
chi
DegreeName: Master of Business Administration
Level: Master's Degree
Descipline: Business Management
Grantor: Rangsit University
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Haoran Sheng
| Title | Contributor | Type |
|---|---|---|
| Study on the influence of O2O fresh convenience store experience value on consumers' purchase intention
มหาวิทยาลัยรังสิต Haoran Sheng | Tang Yingkai | วิทยานิพนธ์/Thesis |
Tang Yingkai