Start Date
16-8-2018 12:00 AM
Description
Nowadays, O2O commerce has gradually become an important commerce type of electronic commerce. O2O commerce environments can be considered a service system that customers can perceive unique experiences from enterprises. Delivering appropriate customer experiences should be an important topic. However, it is different from traditional businesses and online stores. It will be difficult for enterprises to design and offer satisfactory customer experiences to their customers since there are lots of concerns and factors needed to take into account carefully. This study is to build a theoretical model by analyzing and recognizing the critical factors in order to ensure customers to have high quality O2O customer experiences. A total of 182 questionnaires were collected, 117 of which were valid questionnaires. The results show that all hypotheses were significantly supported. Consequently, this study found that service interaction, service convenience and technological innovation have a significantly and positively impact on customer experience in O2O commerce contexts.
Recommended Citation
Hsieh, Yen-Hao; Chiu, Hsiao-Hsuan; and Chang, Wei-Lun, "Examining the Determinants of Valuable Customer Experiences in O2O Commerce Contexts" (2018). AMCIS 2018 Proceedings. 16.
https://aisel.aisnet.org/amcis2018/eBusiness/Presentations/16
Examining the Determinants of Valuable Customer Experiences in O2O Commerce Contexts
Nowadays, O2O commerce has gradually become an important commerce type of electronic commerce. O2O commerce environments can be considered a service system that customers can perceive unique experiences from enterprises. Delivering appropriate customer experiences should be an important topic. However, it is different from traditional businesses and online stores. It will be difficult for enterprises to design and offer satisfactory customer experiences to their customers since there are lots of concerns and factors needed to take into account carefully. This study is to build a theoretical model by analyzing and recognizing the critical factors in order to ensure customers to have high quality O2O customer experiences. A total of 182 questionnaires were collected, 117 of which were valid questionnaires. The results show that all hypotheses were significantly supported. Consequently, this study found that service interaction, service convenience and technological innovation have a significantly and positively impact on customer experience in O2O commerce contexts.