The Impact Of O2O Experience Store Image On Brand Loyalty

With the rapid development of O2 O mode, different brands begins their plan of opening retail terminal O2 O experience store. The O2 O experience store has already become the essential competitive force of a new round in the internet era. Although many businesses are planning the O2 O experience store, or they have already opened some, in general their knowledge and cognition towards O2 O experience store is not enough. There are also some offline physical stores which have closed down, because they are just in the name of O2 O experience store but cannot apply the O2 O experience store successfully to occupy more market shares.Through literature review and doing reflections on this problem, this research establishes its theoretical model under the theoretical framework of Stimulus-Organization-Response, i.e.in the starting point of O2 O experience store’s image, this research introduces the intervening variable that can satisfy the customers to carry out study on the relation between O2 O experience store image and brand loyalty. According to the scales of researchers at home and abroad, scales of this research is designed and combined with SPSS22.0 to do statistic analysis of the questionnaires finished by 235 customers of O2 O experience stores.The result of the research shows that O2 O experience store is a multi-dimensional concept including seven dimensions: service image, product image, convenience image, promoting image, price image and information exchanging image. All the dimensions of O2 O experience store image have obvious positive effect on customer satisfaction and brand loyalty except convenience and promoting. Customer satisfaction also has obvious positive effect on brand loyalty. Among them, customer satisfaction completely functions as intermediary agent between the product,environment, exchanging image and brand loyalty.customer satisfaction partially functions as intermediary agent between the price,service image and brand loyalty.This research enriches the understanding towards O2 O experience store image to some extent. According to the related conclusions of the research, the dealers of O2 O experience stores can improve the image of O2 O experience stores specifically. They should pay more attention to the core value of O2 O experience store image so as to strengthen viscidity pf the customers towards the brand.