Impact Of Customer Perceived Value On Purchase Intention In Online-To-Offline E-commerce

There have been several mature types of e-commerce in China since 1990 s,which have penetrated into a wide variety of industries.Prevailing since 2010,O2 O ecommerce is a new business model,which helps to boost offline operation and consumption through online marketing and ordering.Differing from the traditional types of e-commerce(B2C or C2C),O2 O model is widely applied to the industry of location based services,and drives customers from virtual transaction platforms to brick-and-mortar stores.At the meantime of O2 O facilitating consumers' purchase process,operators and suppliers of O2 O platforms are still faced with some challenges,the major one of which is how to sustain and further enhance the purchase intention of online customers.Therefore,it is necessary to explore the influential factors of purchase intention in O2 O e-commerce.According to the related theories,there is a close relationship between customer perceived value and their purchase intention.This thesis applied the four dimensions of online customer perceived value—outcome value,procedure value,emotional value and social value—to investigate the direct impact of customer perceived value on purchase intention in O2 O e-commerce.In addition,to deepen the understanding of their relationship,and based on the theory of consumer behavior,this thesis introduced attitude as a mediator to build a “Perceived Value—Attitude—Purchase Intention” model,aiming to examine if customer perceived value can indirectly impact purchase intention through attitude in O2 O e-commerce.Through the questionnaire survey,208 valid answer sheets were collected.After the good reliability and validity of the questionnaire were verified,the research employed the approaches of correlation,multiple regression analysis and Baron & Kenny's Steps for Mediation to draw the following conclusions.(1)In O2 O ecommerce,customer perceived value has a significant positive impact on purchase intention.(2)Concerning with the four dimensions,emotional value has the most significance,procedure value at the second place,followed by outcome value;social value does not have a significant impact on purchase intention.(3)Attitude is proved to have a significant mediating effect on the relationship between perceived value and purchase intention.Namely,customer perceived value could indirectly impact purchase intention through attitude in O2 O e-commerce.At last,some managerial implications were proposed to operators and suppliers of O2 O platforms for reference.It is thought that operators should attach importance to improving customers' perceptions of procedure value and emotional value,while suppliers could start from increasing outcome value and social value to improve customers' attitude,enhance their purchase intention,and thus achieve a mutual win in O2 O e-commerce.