Research On New Retail Service Acceptance Model Based On Situational Cognition

In the era of experience economy in which “experience” determines the final consumption transformation,consumers' perception of the brand is not only based on price and popularity considerations,but also on the experience of infiltration emotion generated in the process of contact with the brand;consumption The consumer demand is not only the product itself,but also the “desserts” and “surprise points” that are experienced throughout the shopping process.Consumers' willingness to consume and consumption motivation are also influenced by the interaction and influence of various situational factors in the consumption scene.Therefore,it is particularly urgent and necessary to study the purchasing decision mechanism of consumers in the new retail scene based on situational cognition from the perspective of human beings.First of all,this study summarizes and sorts out the factors in the literature that affect consumers' purchasing decisions by reading and sorting the literature materials,and uses the factors in the literature that influence consumers' purchasing decisions as a reference for qualitative research.The main factors affecting consumers' purchasing decisions in the traditional shopping mode are the following categories: product itself,business itself,personal factors,external environmental factors,word-of-mouth factors;factors affecting consumers' purchasing decisions under the e-commerce model.There are the following categories: product itself,merchant service,personal factors,website characteristics,network security,word of mouth factors,etc.;the factors affecting consumers' purchasing decisions in the new retail scene mainly include the following categories: shopping atmosphere,service comprehensiveness,product information,payment technology,etc.;Secondly,on the basis of literature research,a qualitative study is carried out with a typical case of new retail,Fresh He Ma.First of all,the author conducted an in-depth interview with the objective store of Fresh He Ma and launched an in-depth interview with the target users.The interview results revealed that the situational factors affecting consumers' purchasing decisions under the new retail scene have thefollowing categories: Consumers enter Fresh He Ma The factors influencing the life--the distribution factor,the geographical location factor,the customer's trust in the platform,and the word-of-mouth factor;after entering Fresh He Ma,the factors influencing the factors in the new retail consumption scene are-personal factors,environmental factors(dining environment),shopping environment),product factors(seafood catering,general catering,fruit business super products),shopping model,service quality,intelligent experience,platform trust to customers;Thirdly,the A round quantitative questionnaire verifies the factors influencing the consumer's purchasing decision in the new retail scene in the qualitative research.The collected questionnaire data is analyzed by SPSS reliability and AMOS confirmatory factor analysis,and then the new retail scene is constructed.Consumer purchase decision measurement model;Then,the B round quantitative questionnaire was distributed and collected.Based on the TAM technology acceptance model framework and the situational cognitive theory model mechanism,the SP round reliability analysis,correlation analysis and AMOS structural equation model were constructed.The results of structural equation modeling show that word-of-mouth factors have a direct positive impact on purchasing decisions;seafood catering has a significant direct positive impact on purchasing decisions;quality of service significantly influences purchasing decisions through contextual awareness;Situational awareness significantly positively affects purchasing decisions;intelligent experience has a significant direct negative impact on purchasing decisions;situational awareness has a significant positive impact on purchasing decisions;Finally,the paper analyzes and summarizes the new retail service acceptance mechanism model based on situational cognition and the influence degree of each influencing factor on consumer purchasing decision,and then combines with the service insights extracted from the above literature research and qualitative research into specific consumption links.This will provide a certain reference value for the experience construction in the new retail scene,and also a deeper understanding of the situational cognitive theory,while enriching the scope of application of the contextual cognitive theory and TAM technology acceptance model;...