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

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.