O2O營運模式關於體驗式行銷影響再購買意願之研究──以消費者決策為中介變數

A study on the influence of experiential marketing on repurchase intention of O2O operation model-with consumer decision-making as mediating

O2O的全名是Online-to-Offline，簡單來說就是一種透過網上行銷活動將人流帶到實體店消費的營銷模式。受疫情影響人們更加轉到網上消費，並依賴網上平台獲取資訊，以致不少大型網路電商都從起初單一的實體店，漸漸轉為透過O2O營銷模式經營，以擴大自己的客源。本研究以消費者行為之參考群體、體驗式行銷、推薦特性、品牌形象、新產品／創意產品展示之使用O2O模式為自變數再購買意願為應變數，消費者決策過程為中介變數，檢測決策過程之中介效果否具顯著性，提供其在經營O2O上的營運參考。結果顯示消費者行為中參考群體、推薦特性對再購買意願具有正向影響，消費者決策過程對消費者行為使用O2O模式與再購買意願具有部分中介效果。

O2O (Online-to-Offline) is a marketing model that brings people to physical retail stores through online marketing activities. Affected by the epidemic, people are turning to online consumption more and relying on online platforms to obtain information. As a result, many large-scale online e-commerce companies have gradually shifted their operations from a single physical retail store to an O2O marketing model to expand their customer base. In this study, the consumer behavior of reference groups, experiential marketing, recommendation characteristics, brand image, and the use of O2O model for new product/creative product display are used as independent variables, and then repurchase intention is used as a dependent variable, and the consumer decision-making process is used as an intermediary variable. Whether the intermediary effect of the process is significant, and provide its operational reference in O2O operation. The research results show that the reference groups and recommendation characteristics in consumer behavior have a positive impact on repurchase intention, and the consumer decision-making process has a partial mediating effect on the use of O2O model and repurchase intention in consumer behavior.