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URN etd-0802113-155258 Statistics This thesis had been viewed 3988 times. Download 3625 times. Author Hung-Yu Chang Author's Email Address No Public. Department Information Management Year 2012 Semester 2 Degree Master Type of Document Master's Thesis Language zh-TW.Big5 Chinese Page Count 77 Title The Study on the Intention of Use O2O (Offline to Online) Based on Consumption Value Theory- A Case of Homeplus Virtual Store Keyword Consumption Value Theory Mobile Commerce O2O O2O Mobile Commerce Consumption Value Theory Abstract Online to Offline or Offline to Online (O2O) is the new emergence of mobile business model in recent years. The business concept is 「the consumers enjoy the services or obtain goods in the physical store and pay on the web」. The business service (example: group buying) and related research in “Online to Offline” service is more than in “Offline to Online” service in Taiwan. Plastic currency and mobile commerce are come of age. E-Commerce is moved from web to physical store by “Offline to Online” service. The customer can enjoy the fun of shopping in the physical store and also be able to enjoy the convenience of e-commerce (example: home delivery).The stores can reduce the cost (example: the cost of open physical stores), increase orders through the O2O consumption of mobile phone applications (APP) offers competitive coupons to customers. It's also a change to increase online member from offline. Therefore, this study based on O2O (Offline to Online) Homeplus virtual store and thinking from consumer's point. The purpose of the study is to understand the intention of using O2O (Offline to Online) based on consumption value theory , and learn whether there are differences between male and female consumers. The study adopts the questionnaire survey to collect data. A total of 308 respondents were collected. The results show: (1)epistemic value、emotional value、conditional value、functional value have a significant positive impact to attitude towards using.(2) attitude toward using have a significant positive impact to intention of use. (3)women focus on conditional value and emotional value; men focus on epistemic value and emotional value. epistemic value is the most important factor of consumption value to intention of use. Therefore, this study recommends O2O industry to be creative by adding new and interesting elements, or to increase the diversity of goods, to induce epistemic desires of consumers. It will be expected to drive sales growth if give consumers a unique consumer experience.Hopefully, this research could be served as a reference to O2O industry in the future. And help to marketing strategies can be more accurate and increasing the intention use of target customers to get real benefits. Advisor Committee Shu-Chiung Lin - advisor
none - co-chair
none - co-chair
Files Date of Defense 2013-07-18 Date of Submission 2013-08-12