摘要
闭环构建是O2O商业模式成功的关键论题,信任在闭环构建中承担重要角色。O2O模式中,消费者信任分布在线上平台和线下商家,线上线下信任交互影响,串行传递。本文注意到O2O模式中的信任迁移与闭环构建之间的内在联系,设计研究模型,以农村旅游O2O为研究对象,采用问卷调查收集256份消费者样本,实证检验结果表明,特别保证感知、平台质量感知正向影响线上初始信任。在线评价有效性和在线信息有效性作为中介变量,驱动线上初始信任向线下初始信任迁移,线下初始信任激发线下体验动机。线下体验后,质量形象、服务形象等形象变量帮助建立线下持续信任,线下持续信任形成中的体验感知和对O2O平台的初始感知共同影响消费者对线上平台的持续信任,线上持续信任赢取消费者的态度忠诚和行为忠诚。"线上—线下—线上"的信任迁移路径很好地诠释了O2O闭环的形成机理,信任迁移的实现策略同时回答了O2O闭环的构建机制。基于研究结论,本文为O2O环路的构建和稳固提出了有效可行的管理建议。
The growing popularity of social media and the rapid development of information technology jointly enable online to offline （O2O）e-commerce emerge. This new e-commerce model connects offline business opportu- nities with online platform, make the platform be the online promotion channel for offline transactions. Customers can play orders online and then experience real consumptions offline. Other scholars proposed offline to online O2O model, which means that customers can visit physical store first and then receive services online. No mater ＂online to offline＂ or ＂offline to online,＂ the success of O2O commerce depends on whether online platform and offline stores can work together to form the ＂online purehase-offline experience-online repurchase＂ closed loop. However, it is very difficult to form this operation loop in the fiercely competitive O2O markets because customer can easily switch to alternative O2O system, and little research has been done to explore this issue. In consequence ,this study aim to explore the formation mechanism of O2O closed loop. Building customer loyalty and lifting customer retention are the main prerequisites for forming the O2O closed loop, while trust is the basis of customer retention. In O2O commerce, only when customers build up trust toward online platform, they can be attracted to consume in physical store. Only when customers satisfy with their real experience, they may repurchase on the same platform. That is to say, trust can be transferred between online platform and offline store, resulting in the formation of O2O loop. Therefore, it is appreciate to carry out our research based on trust transfer perspective. Most of the existing research focuses on investigating how trust transfer from offline channel to online chan- nel. These literatures involve only one trustee （vendor） in their research models. Additionally, although marketing strategies shift from offline to online channel but the two channels compete with each other. O2O commerce can been seen as a specific form of muhichannel integration, rather than viewing online and offline channels as compe- ting customer contact outlets. Besides, both O2O platform and offline merchant should be involved in O2O commerce context. Moreover, in O2O commerce ,trust transfers from online platform to offline merchant,then from offline mer- chant to online platform. This trust transfer process is a serial dynamic process but not a parallel static process. Therefore, extant research models do not work well in our study. We design a two-stage trust transfer model by including two trustees, such as platform and merchant. We choose rural tourism O2O as our research context, a- dopt a two-stage data collection method to collect data, and employ SEM method to test the hypothesis. The empiri- cal results show that the special guarantee perceptions and platform quality perception both influence the initial on- line trust. Effectiveness of online reviews and online information as intervening variables drive initial online trust transfer to initial offline trust. Initial offline trust stimulates offline experience motivation. Quality image, service im- age and other image variables help building up repeat offline trust. Repeat offline trust and initial perceptions on O2O platform jointly influence repeat online trust, which help win the consumer attitude loyalty and behavioral loyal- ty. Then ,we use the trust transfer path and the research results to explain the formation mechanism of O2O closed- loop. This study contributes to three literature streams, including trust, trust transfer, and e-commerce. To trust litera- ture,we capture data in a dynamic manner by inviting the same customer groups to answer the questionaires during the two-stage data collection process. We use the same sample to examine how initial online trust transfers to initial offline trust, and how repeat offline trust transfers to repeat online trust. As such, we extend extant trust literatures by highlighting the dynamics of trust building. To trust transfer literature, we examine the trust transfer paths between online platform and offline merchant within a specific O2O system. To e-commerce literature, we investigate the O2O e-commerce that has received little research attention so far, and examine the strategies and mechanism to construct and stable the O2O closed loop. This study also contributes to the flourish of O2O commerce by proposing feasible suggestions and implications for practitioners including platform providers and offline merchants.
作者
张新香
胡立君
ZHANG Xin-xiang HU Li-jun(School of Information and Security Engineering, ZhongNan University of Economics and Law, Wuhan, Hubei, 430073, China The Research Center of Modern Industrial Economy, ZhongNan University of Economics and Law, Wuhan, Hubei, 430073, China)
出处
《经济管理》
CSSCI
北大核心
2017年第10期62-81,共20页
Business and Management Journal ( BMJ )
基金
国家社科基金一般项目"双向农村O2O商业模式的创新设计及系统整合研究"(16BGL192)
湖北省社科基金一般项目"商业模式的动态演化机制研究"(2015164)
教育部人文社科基金青年项目"面向我国农村地区的商业模式创新方式设计及效率评价"(12YJCZH286)
