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The Effect Of Customer Perceived Value On Continuance Intention Of O2O Catering Platform

Posted on:2016-08-10Degree:MasterType:Thesis
Country:ChinaCandidate:H G LiuFull Text:PDF
GTID:2309330479494378Subject:Business management
Abstract/Summary:PDF Full Text Request
The use of the Internet and the life of people are more and more closely: people try to find the information and what they want to buy through the network in their life. The development of the localization of electronic commerce also makes business contacts between the online and the offline becomes more and more closely. O2 O as the local life service of electronic commerce mode achieves rapid development. As a typical representative of the O2 O model, O2 O consumption patterns of Food and beverage products and services give consumers a different experience. Many O2 O online platforms launched Food and beverage products and services,which has brought new growth to the food and beverage industry. However,while the O2 O mode brings convenience,how to maintain customer loyalty of consumers are facing chal enges; the continued use intention of O2 O online platform has become an important research topic.Expectation Confirmation Theory is a classical theory about consumer behavior and information system continuance intention. In the Expectation Confirmation Theory,customer satisfaction comes from the consumer’s primary "expectation" and "confirmation" after the purchase,and they determine satisfaction by products and services. An important difference between O2 O consumption mode and the traditional mode of shopping is that the customer has The two kind of identity at the same time: consumer(to buy the product,service) and information system online users(to use the Internet).So drawing on the experience of Expectation Confirmation Theory is an effective way to study the continuance intention of O2 O online platform.The traditional Expectation Confirmation Theory involves only the value evaluation of user to the information system of the utility. But in the O2 O consumption patterns, "customer satisfaction", "Expectation Confirmation" through the online platform should be involved in all aspects of the evaluation platform,therefore this study extended the “perceived performance” of Expectation Confirmation Theory,introducing the variable of perceived value which are divided into four dimensions(result value,procedure value,social value,emotional value).Based on the Expectation Confirmation Theory and the Theory of Reasoned Action,this study explored the effect of four dimensions of perceived value in O2 O consumption situation on O2 O online platform’s customer satisfaction and continuance intention. The definition of O2 O e-commerce was analyzed,and the reasonable classification of it was provided,further more the development status of O2 O in the food and beverage market was described; literatures on customer perceived value, customer satisfaction, continuance intention,Expectation Confirmation Theory were summarized. This study suggests that,customer perceived value is the antecedent variable of Expectation confirmation,namely,customer confirmation of expectations comes from the comparison between four dimensions of the perceived value and expectations; perceived value has direct effect on customer satisfaction; customer satisfaction is the direct antecedents of continuance intention.In view of the above research,based on the Expectation Confirmation’s point of view, and on the basis of research on the perceived value of the former,this study put forward all assumptions,established the conceptual model. Data were collected through the questionnaire survey method; data were analyzed with descriptive statistical analysis,reliability analysis, validity analysis by using SPSS21.0; the structural equation model was established by using AMOS22.0 to test the research hypothesis. Research results show that: the relationship between result value,emotion value and customer satisfaction,continuance intention is only partially mediated by expectation confirmation; the relationship between procedural value,social value and customer satisfaction,continuance intention is totally mediated by expectation confirmation. The study’s model is an important contribution to explore the customer continuance intention in O2 O consumption situation.This study provides a new perspective(expectation confirmation) to look at the customer perceived value theory and related mechanism,the purpose is to re-examine the consumer buying behavior under network environment. The study clarifies the effect mechanism of consumers’ perceived value on O2 O online platform’ continuance intention in the current hot research background. According to the research conclusion,the corresponding marketing strategies for O2 O online platform and merchants were proposed,so this research has significance both in theory and practice.
Keywords/Search Tags:Perceived value, Expectation Confirmation, Satisfaction, Continuance intention
PDF Full Text Request
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