Study On The Influencing Factors Of O2O Marketing Effect Of Supermarket Based On Household Consumption

As the rapid development of information and network technology, people like shopping online gradually. The traditional marketing model has been affected by the rapid development of electronic commerce, so that the traditional supermarkets have to change their marketing mode with advanced technology. In perspective of the household consumption characteristics, the paper analyzed the factors of the 020 marketing mode using by supermarket, in order to provide a reference for the supermarket to develop a suitable marketing program.First of all, the paper designed a personalized recommendation service process about the 020 marketing mode, which was based on the analysis of the factors. What’s more, the paper selected the indexes based on a few survey questionnaires, and then revised and added the content of the questionnaire. The most important thing was that the paper used Spss software and Amos software to analyze how factors have an effect on people’s willingness of shopping online and accepting the 020 marketing model. The SEM model was used to verify the hypotheses which were put forward after theory analysis. The results are that family life cycle, main decision maker’s occupation sex、income and family average monthly income have a significant impact on the 020 marketing model; family life cycle has indirect significant impact on the willingness of online shopping through shopping online perception; most family with online shopping willingness are accepting the supermarket 020 marketing model. What’s more, the family life cycle has an indirect negative effect on willingness of online shopping, but the indexes of the main decision makers and income also have a positive impact on the purchase intention. Finally, supermarket can recommend some useful information about the daily life commodities to every family using the supermarket 020 mode platform data.