Research Of Marketing Strategy Of O2O Website Based On Consumer Purchase Decision-Making Model

With the popularity of Mobile Internet and intelligent terminals, there will be moreinnovative e-commerce mode coming into people’ mind, and it will change people’s way oflife. The O2O Mode comes into being in this wave of development. O2O means online tooffline, the process of this mode is the consumer booking product or service and payingonline, and then to the offline store to pick up or enjoy the service. Group purchase is theearliest and most successful O2O Mode. In the catering service, in addition to the grouppurchase, there are a lot of O2O Mode website, such as the Website of Dianping, Meican andFantong. This study analyzes the factors that affect the decision-making of the consumer andthe interactive relationship, to help the O2O website in catering services with more effectiveand accurate marketing strategy.This study explores the marketing strategy of catering services O2O website from themodel of the consumer purchase decision using empirical research methods. Cheap DiscountWebsite and Word-of-Mouth Website is the research object, we combine it with the factorsthat influence consumer purchase decisions to establish the model, design the experimentsscenes and questionnaire. First, we simplify the model of O2O decision-making in the processof consumers purchase decision-making to five steps: confirm needs, O2O ConversionMotivation, O2O Purchase Intention, purchase options and use. The affecting factors of thisprocess include the online features, offline industry type, Perceived Risk and O2O Lifestyle.Depending on the collation and analysis of relevant literature about the credibility ofinformation sources on the network, we divide O2O Conversion Motivation into two aspects-Attractive and Reliability, and O2O Lifestyle into three dimensions: Social Casual, LoveBargain and Frequently Changes in Taste. We customize the variables based on the otherscholars’ summary, and make assumptions in order to validate the findings after the empiricalanalysis stage.In order to control the experimental results, our study is mainly among college students.We ues the two control variables of Online Features and Perceived Risk to set four scenes,and survey for test. On the basis of the analys results, we have a valid questionnaire. According to the front assumptions, the conclusions we can validate contain:(1) PerceivedRisk have significant impact on the consumer’s purchase decision-making;(2) DifferentOnline Features have significant difference in the O2O Conversion Motivation, and it issignificantly higher in the factor of Attractiveness than Word-of-Mouth for Cheap Discount;(3) Under the different degree of perceived risk, the two Online Features of Cheap Discountand Word-of-Mouth have significant difference in the O2O Conversion Motivation, andespecially in the case of high Perceived Risk, both have significant differences not only in theO2O Conversion Motivation, and it is more significant in attractiveness;(4) O2O ConversionMotives and O2O Purchase Intention have positive relationship;(5) O2O Lifestyle and O2OConverted Motivation have positive relationship, especially, the two lifestyle of Social Casualand Love Bargain have higher O2O Converted Motivation;(6) O2O Lifestyle and O2OPurchase Intention have not a strong positive relationship.We propose some effective marketing strategy as recommendations for executive aftervalidating and summariing these conclusions. At the same time, we also summarize theproblems finding in the process of research.