O2O生鲜电商平台消费者重购意愿影响机制

基于迁徙理论,从驱动与锁定双视角出发,从推力因素、拉力因素和锁定因素三个层面对线上线下融合(O2O)生鲜电商平台重复购买意愿影响因素与内在机理进行实证研究。通过网络调查问卷采集886份消费者样本数据,运用结构方程模型对研究假说进行检验,结果表明,影响O2O生鲜电商平台重复购买意愿具有驱动效应和锁定效应两大机制,其中顾客满意度是驱动效应中的中介变量,顾客惰性是锁定效应中的中介变量。此外,推力因素的便利性、拉力因素的感知价值、锁定因素的转换成本、主观规范与在线涉入度均对消费者重复购买意愿产生正向影响。在后疫情时代,O2O生鲜电商企业应重视以消费者为中心的关系型营销理念,强化体验营销手段,在满足消费者便利性需求与高价值感受的同时,增强消费者对O2O生鲜电商平台的交易依赖,提高消费者黏性。

Research on the Influence Mechanism of Consumers'Repeated Purchase Intention on O2O Fresh E-commerce Platform

Based on the migration theory,the authors carry out an empirical study on the influencing factors and internal mechanism of repeated purchase intentions on O2O fresh food e-commerce platforms from the perspectives of driving and locking,and from three levels of thrust factors,pull factors and locking factors.150 questionnaires are analyzed with the help of exploratory factor analysis,886 consumer sample data is collected through online questionnaires,and structural equation models are used to test the research hypotheses.The results show that the influence mechanism of repeated purchase intention on O2O fresh food e-commerce platform include driving effect and locking effect.Among them,customer satisfaction is the mediating variable in the driving effect,and customer inertia is the mediating variable in the locking effect.In addition,convenience(as a driving factor),perceived value(as a pulling factor),conversion cost(as a locking factor),subjective norms and online involvement all have a positive impact on consumers'repeated purchase intentions.It is proposed that,in the post-epidemic era,O2O fresh food e-commerce companies should attach importance to the consumer-centric relationship marketing concept,strengthen experience marketing methods,enhance consumers’dependence on transaction on O2O fresh food e-commerce platform,and increase consumer stickiness while meeting consumer convenience needs and high-value feelings.