Research On The Influence Of O2O Platform Information Clues On Consumption Decisions Of Consumers

In recent years,with the continuous popularization of information technology and ecommerce mode,O2 O e-commerce mode,which uses online channels to attract consumers for offline stores,has gradually been favored by many stores and consumers.Information asymmetry between buyers and sellers on O2 O platforms urges customers to actively search for a large amount of information as the basis of consumption decisions to reduce perceived risks.Information cues delivered by O2 O platforms help customers judge product quality and influence their consumption decisions.To clarify customers’ processing mode of information cues and analyze the influence of different information cues on customers’ consumption decisions can provide basis for the formulation and adjustment of store operation strategies,help stores to improve product sales and thus improve store efficiency.Based on cue utilization theory,environmental psychology and heuristic-systematic model,on the grounds of store characteristics and user behavior trace data provided by an O2 O platform,this thesis studied the influence of O2 O platform information cues on consumer’s decision,the interaction between e-WOM(electronic word of mouth)quantity and e-WOM valence and the moderating effects of involvement and price.Based on the heuristicsystematic model,according to the amount of the cognitive effort that consumers expend in processing cues,this thesis classified information clues into heuristic cues and systematic cues,analyzed the effects of the systematic cues(star rating of stores)and heuristic cues(e-WOM quantity,e-WOM valence,store popularity,the scarcity of products,store ranking,weather and shop location)on consumer’s decision,constructed the theoretical model,used multiple linear regression method to test the study hypotheses and pointed out that consumers’ consumption decisions were mainly influenced by heuristic information cues based on the random forest prediction model.The results of this thesis showed that store star rating,e-WOM valence,store popularity,product scarcity,store ranking,sunny weather,the number of stores in the same location and air quality positively affected customers’ consumption decisions while the quantity of e-WOM had no effect on consumer decision-making.There is an inverted U-shaped relationship between temperature and consumption decisions.In addition,the interaction between e-WOM quantity and e-WOM valence did not have a positive impact on consumption decisions.Involvement positively moderated the positive impact of e-WOM quantity,e-WOM valence and store star rating on consumption decisions.Price positively moderated the positive impact of store ranking and e-WOM valence on consumer decision-making.The research conclusion of this thesis had theoretical value and application value.In theory,this thesis studied the influence of heuristic and systematic cues delivered to consumers by O2 O platform on consumer’s decision,studied the moderating effect of involvement and price,broadened the application of heuristic-systematic model in the field of consumer behavior and enriched the research results about consumer behaviors in the context of O2 O.In terms of application,the research conclusion of this thesis suggested that O2 O platforms and stores should pay attention to the influence of information clues on the promotion of store sales,played a guiding role in the adjustment of the types and presentation of information cues on O2 O platforms,and put forward feasible suggestions for the adjustment of store operation strategies.