中?O2O的服?品??消?者再使用意?的影?的?究 -以服????例-

Abstract

Currently, many clothing brands have started to open their own apps, with unified prices and the styles of clothing between online and offline. Apparel companies use their own apps to enhance communication with customers, push all kinds of wanted information and discount information to customers according to their needs. Customers can also use mobile apps to check their favorite clothing. The purpose of this paper is to investigate the relationship among several factors including online APP service quality, offline service quality, and analysis of satisfaction and reuse intention based on the TAM model. This study investigated 512 consumers who had used O2O to purchase clothing. For the data analysis, the SPSS 23.0 and AMOS 23.0 program were used and various statistical techniques were used including frequency analysis, exploratory factor analysis, confirmatory factor analysis, Second-order confirmatory factor analysis, path analysis, mediation effect analysis, and regulation effect analysis. The results of this paper are as follows: First, APP service quality has a positive impact on usefulness and ease of use. Second, the quality of offline services has a positive impact on usefulness and ease of use. In the relationship between usefulness and satisfaction, the innovation tendency showed a significant moderating effect, and it was verified that the innovation tendency increased the positive influence of the usefulness and satisfaction. The higher the consumer’s inclination to innovate, the higher the perceived usefulness of O2O services. In addition, the moderating effect of familiarity was verified in the relationship between usability and satisfaction. The higher the familiarity of consumers, the lower the usability of O2O service.