The Research On The Influence Of Customer Participation On Customer Experiential Value Of O2O E-commerce Sampling Of Catering Group-buying

With the arrival of experiential economy era, customers no longer just concern about the functional benefits, such as the price and the quality of goods or services, but even more to pursue the emotional benefits, such as the comfort, interest and pleasure of consumption. In recent years, the steady improvement of Internet technology has brought out the rapid development and promising prospect of O2 O e-commerce market, so it attracts more and more people to enter this market. In the fierce competition, O2 O e-commerce enterprises gradually realized that the importance of customer participation.How to improve the customer experiential value, to win customer satisfaction has become one of the problems urgently to be solved of O2 O e-commerce enterprises.In academic circles, the influence factors of customer experiential value have been a lot of research. However, in the background of O2 O e-commerce, it is still insufficient to reveal the influence mechanism of customer participation in customer experiential value.In this context, this paper discussed how to customer participation effect customer experiential value of O2 O e-commerce had important theoretical and practical significance.Above all, this paper sorted out and summarized the domestic and foreign study of customer participation, service quality and customer experiential value, and found the breakthrough point of this paper. It based on customer value theory explored the related factors affecting customer experiential value, and constructed the theoretical model of customer participation effect customer experiential value from the interaction between customers and enterprises perspective. Based on existing literature, variable scales suited to O2 O e-commerce of our country were designed.Then, this paper taking catering group-buying as the research object designed questionnaire and collected data. The data collected was analyzed through statistical software such as SPSS20.0 and Amos20.0, including descriptive statistics analysis,reliability analysis, validity analysis and structural equation modeling analysis.Meanwhile, the theoretical model carried on empirical analysis. The path of “customerparticipation(advance preparation, information sharing, responsible behavior, personal interaction)- service quality(website service quality, merchant service quality)-customer experiential value(functional experiential value, emotional experiential value)”was confirmed. The conclusion of the study shows that in addition to the influence of responsible behavior on website service quality is not significant, other dimensions of customer participation significant positive effect service quality, and service quality on customer experiential value also has a significant positive correlation.Finally, this paper summarized and analyzed the research conclusion. I put forward management advices that e-commerce enterprises should think highly of customer participation, improve management levels of service quality, promote customer experiential value and other aspects. In addition, limitations and future research of this study are also discussed.