The Study Of Consumers’ Interactive Experience Value Impact On Consumer Patronage Intentions Under The O2O Mode

With the vigorous development of e-commerce and logistics industry,consumers’ shopping through the network has become a habit of life.In an increasingly competitive,homogeneity serious electrical business war dilemma, how to improve the consumer reliance and viscosity on web sites and businesses,thus to repeat purchase become a concern hot of the industry and academia.Practice the experience marketing which is the differentiation marketing strategy, "provide experience" has gradually become the basis of enterprise competitive advantage,profit and market and basic demands.Many scholars study found that experience value produced by the consumer experience had significant effect on consumer again patronage intentions,and the interaction between consumers must be the one of the important influence factors of customers experience value.O2 O model is the distinctive features of "the online marketing and purchasing driven offline operation and consumption",is the consumer two-way interactive online marketing mode.Therefore,based on the O2 O mode,consumer interaction resulting experience value to increase the consumer again patronage intentions,promote businesses and consumers benign interaction in an all-round way,reduce market transaction costs,achieve O2 O mode of consumers’ online shopping market prosperity and healthy development has important theoretical and practical significance.This article classed network group bought food products catering experience value as the basis of empirical research,exploratory research on consumers’ willingness to purchase behavior.First of all,the process of online-offline interactive relationship influence consumer patronage intentions was analyzed in theory,then used the consumer behavior theory,technology acceptance model,stimulus-response-behavior model,proposed to research closed-loop complete experience value based on consumers online interactive of the new thought, tried to build a theoretical framework of "consumer interaction-experience value-again patronage intentions".Secondly, through to 281 food coupon consumers actual behavior survey, used SPSS19.0, AMOS17.0 analysis software,descriptive statistics analysis,factor analysis and structural equation analysis of the empirical method to analyze the factors that affect consumer again patronage intentions,with the inspection and correction of the model fully illustrated the mechanism of interaction to consumer patronage intentions, highlighted the importance of interactionfor the consumer to consumer patronage intentions,provided theoretical support and advice for enterprise to strengthen consumer interaction control.Taken together,Firstly,interaction between consumers can be divided into the consumer to interact with online website,the interaction between consumers and consumers to interact with offline businesses three dimensions;Secondly,consumers interact with the site,the interaction between consumers can increase the consumer again patronage intentions;communication between the consumers and the offline businesses can enhance consumers’ emotional experience value and social cognitive value;consumers interaction can increase the consumers’ emotional experience value;consumer perception of emotional experience value can increase the consumer patronage intentions.