Research On Influential Effect On Consumer Purchasing Behavior Exerted By Consumers' Perceived Quality In O2O

In recent years,E-commerce has gained increasingly rapid development in China,the rapid expansion of the E-commerce not only bring Shock to the traditional physical store,but also Increased competition to E-commerce enterprise because of the convergence of Management mode.All of these force E-commerce enterprise to explore the mode which can combine offline-store with themself,at the same time,offline economic entity that has sufferred a lot from the rapid expansion of the Ecommerce also seek opportunity to involve themself with on-line E-commerce.O2 O E-commerce appear rationally.O2 O E-commerce can combine on-line information and opportunity with off-line resource,thus endow it with unique advantag,but also make it an urgent problem to increase the likelihood of purchasing by enhancing perceived quality.The papers draw lessons from Hellier et al?Agarwal et al and Olsen's model on perceived quality,perceived value,perceived risk and purchase behavior,taking characteristic of O2 O E-commerce into account and adopting data survey,detailedly analysis the impact on purchasing decision exerted by customer perceived quality,and construct the path model.Finally,the Model calculation verify the key path among perceived service quality,perceived product quality,perceived risk,perceived value,satisfaction,loyalty and purchasing intention and behavior.In the light of these key path,starting with distinguishing different aspect of perceived quality,this paper put forward targeted suggestion to eliminate perceived risk,promote perceived value and satisfaction,finally cultivate purchasing behavior and customer's loyalty to O2 O platform.The innovation of this paper is as follows: the concept of information system theory,such as,perceived system quality,perceived information quality,perceived service quality is absorbed into the optimization of O2 O shopping system,in the light of characteristic of O2 O E-commerce,perceived product quality is also taken into consideration to enhance persuasiveness;take the combination of the perspective of perceived value and perceived risk into acount to enhance the descriptiveness of mode;take advantage of TRA and TPB to construct the relation among varibles in mode,with the purpose of being more suiable for the characteristic of O2 O E-commerce;utilize structural equation theory and classical inspections procedure of mediating effect comprehensively,thus strengthen Inspection efficiency to mediating effect.Due to the limitation of time and vigour,this paper don't research on how cosumer's perceived quality affect purchasing behavior under different circumstance of O2OE-commerce.Besides,because of uniqueness of O2 O E-commerce,extra research is called for optimization of the scale which is adopted for measureing latent variable.