Study on the influence of O2O fresh convenience store experience value on consumers' purchase intention

Abstract

O2O Fresh Convenience Store is a business model that uses Internet technology to provide product information online, and offline physical stores deliver goods after customers choose products through software. Today people's pace of life is accelerating. Such O2O Fresh Convenience Store service can save time and provide convenience for life. Based on the expected value theory, this paper studies the relationship among experience value, customer satisfaction and purchase intention under the O2O Fresh Convenience Store business model. A research model was built, hypotheses were proposed, and questionnaires were issued. The research results of this paper are as follows: First, combined with the actual situation of O2O fresh convenience store model, the dimension of experience value is divided into four dimensions: APP function value, service value, cost value and emotional value, which has been verified in the empirical study, which is a new attempt. Second, the relationship model of "experience value -- customer satisfaction -- purchase intention" in O2O Fresh Convenience Store mode is constructed, and the mechanisms of experience value, customer satisfaction and purchase intention are revealed. In order to improve the experience value of customers in O2O fresh convenience store mode, theoretical guidance and suggestions are provided for improving customer satisfaction and purchase intention.