The Impacts of User Experience on User Loyalty Based on O2O Innovation Platform

The Impacts of User Experience on User Loyalty Based on O2O Innovation Platform

Yilei Pei (Management College, Beijing Union University and Business School, Central University of Finance and Economics, Beijing, China), Wanxin Xue (Management College, Beijing Union University, Beijing, China), Yong Yang (Teachers' College, Beijing Union University, Beijing, China), Dandan Li (Management College, Beijing Union University, Beijing, China) and Yi Li (Management College, Beijing Union University, Beijing, China)
Copyright: © 2019 |Pages: 9
DOI: 10.4018/JECO.2019040107

Abstract

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 article discusses user loyalty from the perspective of user experience; introduces user satisfaction; develops the structure model of relationships between user experience and user loyalty based on O2O innovation 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. This in turn leads to the user experience of O2O platform has a significant positive impact on user satisfaction, and user satisfaction of the O2O platform has a significant positive impact on user loyalty. The conclusions reveal the effect mechanism between user experience and user loyalty based on O2O innovation platform.
Article Preview
Top

Introduction

In China, the market size of local life O2O had reached 327 billion and 100 million by the end of 2016. There are more and more O2O platform users. O2O platform provides users with more information and choices through the network, while improving the efficiency of users. At present, domestic and foreign scholars have studied effect factors of the service quality of O2O platform and users' acceptance of O2O platform. In the age of the experience economy, the rapid development of O2O platform makes the study on user experience become important.

However, there is not much empirical research on O2O platform user behavior from the perspective of the experience. This paper develops the model of the relationship between O2O platform user experience and user loyalty and conducts the empirical analysis, combining with the relevant theory of user experience and O2O platform evaluation research results, based on the technology acceptance model (TAM). The paper also explores the influence mechanism of O2O user experience on user loyalty, and provides the theoretical reference for the improvement of O2O user experience, user satisfaction and user loyalty.

Complete Article List

Search this Journal:
Reset
Open Access Articles
Volume 18: 4 Issues (2020): 2 Released, 2 Forthcoming
Volume 17: 4 Issues (2019)
Volume 16: 4 Issues (2018)
Volume 15: 4 Issues (2017)
Volume 14: 4 Issues (2016)
Volume 13: 4 Issues (2015)
Volume 12: 4 Issues (2014)
Volume 11: 4 Issues (2013)
Volume 10: 4 Issues (2012)
Volume 9: 4 Issues (2011)
Volume 8: 4 Issues (2010)
Volume 7: 4 Issues (2009)
Volume 6: 4 Issues (2008)
Volume 5: 4 Issues (2007)
Volume 4: 4 Issues (2006)
Volume 3: 4 Issues (2005)
Volume 2: 4 Issues (2004)
Volume 1: 4 Issues (2003)
View Complete Journal Contents Listing