The Impact of O2O on Store Operation Model and Consumption Behavior—A Case Study of POS APP

Chang-chun LI, Wei-chih CHEN

Abstract


The O2O business model is not only a consumption model, but also a new operation model. In the new retail era, what use considerations, function considerations and use benefits will online store POS and traditional hardware POS bring to physical stores applying the O2O model? Therefore, this study takes online store POS and traditional hardware POS as the research scope to investigate the use motivation, perceived value and use satisfaction of POS App. For the purpose of this study, a questionnaire survey was used. A total of 400 copies of the questionnaire were distributed and 400 valid copies were recovered. The valid recovery rate of the questionnaire was 100.0%. SPSS software was used for data statistics and analysis. The results show that: (1) POS App's "use motivation" has a direct and significant impact on "perceived value"; (2) POS App's "use motivation" has a direct and significant impact on "use satisfaction"; (3) POS App's "perceived value" has a direct and significant impact on "use satisfaction". It is hoped that the conclusions and suggestions provided in this study can be used as marketing adjustment strategies for physical stores when they implement O2O, so that the application of strategies can be more accurate and meets the needs of target customers.

Keywords


Use motivation, Perceived value, Use satisfaction


DOI
10.12783/dtssehs/ermis2019/29903

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