CAJ | 학술논문

近年来,O2O模式作为一种创新型商务模式进入人们的视野。如何找出O2O模式中顾客忠诚度的影响因素,是互联网背景下管理科学最重要的研究课题之一。文章通过分析O2 O模式和顾客忠诚度的文献,对O2 O模式顾客忠诚度的影响因素进行假设,采用问卷调查、数据分析等方法论证了影响O2 O模式顾客忠诚度的因素主要有交易安全、网站质量、转化成本、顾客信任、消费体验、线下口碑传播,并在结论的基础上为O2 O模式商家更好地留住顾客提出可行性的建议。
근년래,O2O모식작위일충창신형상무모식진입인문적시야。여하조출O2O모식중고객충성도적영향인소,시호련망배경하관이과학최중요적연구과제지일。문장통과분석O2 O모식화고객충성도적문헌,대O2 O모식고객충성도적영향인소진행가설,채용문권조사、수거분석등방법론증료영향O2 O모식고객충성도적인소주요유교역안전、망참질량、전화성본、고객신임、소비체험、선하구비전파,병재결론적기출상위O2 O모식상가경호지류주고객제출가행성적건의。
In recent years, the O2O mode, an innovative commerce model, has stepped into people’s horizon. It follows that it is one of the most important research projects in management science to find the contributing fac-tors of customer loyalty in O2O. Based on the relative literature review, the paper renders several possible rea-sons and testifies them through scientific approaches via a questionnaire and the corresponding analysis of data gained. The result shows that the transaction security, website quality, conversion cost, customer credibility, customer experience in assumption and word of mouth of customers constitute the main reasons for the customer loyalty. Accordingly, some feasible suggestions are put forward for better O2O mode businesses.