Research of O2O User Behavior Based on Stimulus-Organism-Response Model

DOI

10.2991/saeme-18.2018.88How to use a DOI?

Keywords

O2O mode; pleasure; arouse; shopping indication; SOR.

Abstract

With the development of Internet technology, nowadays more and more people choose online shopping. Based on Stimulus-Organism-Response model, according to user pleasure and arouse, this paper builds a concept model that influence customers’ shopping indication. In the theory research phase, this paper comes up with four factors, which affect user behavior, that is information richness, personality, economic and visually. Those four factors work as intermediate variables. At the empirical research part, this paper presents Eleme and MeiTuanWaiMai as respondents to conduct formal researches. The reliability, validity, factor analysis and regression analysis were performed by using SPSS and EXCEL data analysis software, and the following conclusions were drawn: pleasure and arousal have significant positive effect on user’s purchase intentions; information richness, personalized, economy and visuality have profound effects on both pleasure and arousal, while the abundant information play a negative role in pleasure. Finally, this paper summarizes the results of the study, and make some guidance based on research findings.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Qi Sun
PY  - 2018/06
DA  - 2018/06
TI  - Research of O2O User Behavior Based on Stimulus-Organism-Response Model
BT  - Proceedings of the 2018 International Conference on Sports, Arts, Education and Management Engineering (SAEME 2018)
PB  - Atlantis Press
SP  - 474
EP  - 479
SN  - 2352-5398
UR  - https://doi.org/10.2991/saeme-18.2018.88
DO  - 10.2991/saeme-18.2018.88
ID  - Sun2018/06
ER  -