The Amount Of Research O2O Single Consumption Patterns Based On Student Life And The Perception Of Risk

The rise of O2O mode, caused many businessmen’s attention and many scholars’interpretation of the mode, but the present study of domestic O2O mode’ s analysis mostfocus on exploring some of the basic phenomena problems, this paper combined withthe characteristics of O2O consumer’s spending, under the influence of life style andperceived risks investigate O2O consumers ’ single purchase limit.This paper use the method of empirical studies, take college students as subjects,for service class that the current O2O mode is more popular, respectively perceived riskScale and AIO Scale selected27statement, designing the questionnaire, investigate therelationship among O2O consumers’ life style, perceived risk, single purchase limit.And in accordance with factor analysis of life style conducted common factor extraction,and then clustering the factor according to the extracted common factor, clustered intofour O2O consumers’ lifestyle, in order to form independent lifestyle cluster, for thesection of the correlation analysis and regression analysis.To control the experimental results, the questionnaire began setting up screeningquestions, exclude the participate that the student did not experience O2O consume,respectively, investigated Chongqing, Beijing, Nanjing, Xi’an, Zhengzhou and otherareas. Through the analysis of the questionnaire, and ultimately reached the followingconclusions:(1)Financial risk and heart risk, there is a significant negative impact onconsumer spending O2O amount;(2)Social risk, time risk does not exist a singlesignificant negative impact for O2O consumer spending limit;(3)O2O consumers’dimension of perceived Physical risk there is no significant positive impact on singlespending limits;(4)The perceived risk of different O2O consumer lifestyles is significantdifference;(5)Different O2O lifestyle consumers’ single spending limits are significantlydifferent;(6)Under the same perception of the financial risk、heart risk, O2O consumerlifestyle and its spending limits does not exist a single significant correlation;(7)Underthe same perception of the function risk, physical risk, social risk, time risk, O2Oconsumer lifestyles and their single spending limits there is a significantcorrelation;(8)Under the same perceived risk, single spending limits of differentlifestyle O2O consumers is different.