【摘 要】
：
In the age of the experience economy, the rapid development of O2O platform makes the study on user experience become important.Based on Technology Acceptan
【机 构】
：
ManagementCollege,BeijingUnionUniversityTeachers'College,BeijingUnionUniversity
【出 处】
：
2017“互联网+、大数据与商业创新国际会议”
论文部分内容阅读
In the age of the experience economy, the rapid development of O2O platform makes the study on user experience become important.Based on Technology Acceptance Model (TAM), this paper discusses user loyalty from the perspective of user experience;introduces user satisfaction;constructs the structure model of the relationship between user experience and user loyalty of O2O platform;uses structural equation model (SEM) and verifies the theoretical hypothesis through the questionnaire of 201 O2O platform users;the study finds that the usefulness and ease of use of O2O platform interact with each other, the usefulness and ease of use of O2O platform have a significant positive impact on user experience, user experience of O2O platform has a significant positive impact on user satisfaction,user satisfaction of O2O platform has a significant positive impact on user loyalty.The conclusions reveal the effect mechanism between user experience and user loyalty of O2O platform.
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