CAJ | 학술논문

O2O（onlinetooffline）打通了线上、线下消费场景，相关产品雨后春笋般增加，竞争也日趋激烈，各大移动O2O平台在促销、技术等方面的竞争逐渐转变为应用用户体验的竞争。移动O2O用户体验区别于传统PC用户体验的重要标志就是情境上的差异性，本研究选取了120名大学生（其中男57名）进行实验操作。研究发现，大学生移动O2O用户体验在情境上具有显著差异：户外情境更加注重操作体验，教室情境更加注重认知体验，宿舍情境更加注重情感体验。
O2O（onlinetooffline）타통료선상、선하소비장경，상관산품우후춘순반증가，경쟁야일추격렬，각대이동O2O평태재촉소、기술등방면적경쟁축점전변위응용용호체험적경쟁。이동O2O용호체험구별우전통PC용호체험적중요표지취시정경상적차이성，본연구선취료120명대학생（기중남57명）진행실험조작。연구발현，대학생이동O2O용호체험재정경상구유현저차이：호외정경경가주중조작체험，교실정경경가주중인지체험，숙사정경경가주중정감체험。
The mobile O2O is very popular among college students,since it expanded the consumption scenarios through hitting the joint of online and offline. In this background,more and more related products appear,so the competition is increasingly fierce,which have fight from price and technology to user experience(UX)gradually. The mobile O2O UX is significantly different from traditional PC's,where the mark is context. The study selected 120 college students(male 57)and carried on the experimental operation. The result shows that college students' mobile O2O UX are significantly different in different context,outdoor context users pay more attention to the operation experience,more classroom context users attach great importance to the cognitive experience,and dormitory context users focus more on emotional experience.