||Online to Offline or Offline to Online is a catchy network marketing buzzword in recent years. The mode can fully integrate and conduct Online consumers to Offline, or conduct Offline consumer to Online for influencing consumer’s purchasing behavior and increase amount of consumption. Even though there are many people and related books talking about O2O, but applications of O2O on online bookstores of Taiwan are very rare. |
This study is based on Theory of Reasoned Action and Consumption Value Theory to explore and compare the most important consumption value of consumer who face two O2O mode situation of Online bookstore. Otherwise, the study try to understand whether existing difference between male consumer and female consumer.
This research method of study collects data through questionnaire survey. A total of 316 valid respondent were collected. The target is consumer who has bought books and uses convenience sampling method. We used R language to access the methods of statistics analysis. The results show:
1.Emotional value, epistemic value, conditional value and functional value to significantly impact on purchase intension in situation A
2.Conditional value, functional value and emotional value to significantly impact on purchase intension in situation B.
3.In situation A, male consumers focus on obtain of functional value and female consumers focus on obtain of emotional value. In situation B, male consumers and female consumers focus on feeling of conditional value in online commerce model.
Therefore, this study recommends online bookstore and related industry that want to plan O2O should decide major consumption value factor depend on natures of O2O and characteristics of target market, but also make both a appropriate collocation. And increase purchase intension of consumer and promote sale growth.