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The Influential Factors of Customer Experience in O2O E-commerce: A quantitative study of what affects Chinese customers’ experience in online travel industry under the O2O e-commerce context
Linnaeus University, School of Business and Economics, Department of Marketing.
2017 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Background: The development of the O2O market in China has been increasingly growing and will remain a steady growth in 2017 (iiMedia Research, 2016), but it is still an ambiguous phenomenon in the academic world and lack of relevant research, especially the influential factors to customer experience in the O2O business model.

Research question: What factors affect customer experience in China in the context of O2O business?

Purpose: The primary objective of this paper is to examine the influential factors of the customer experience in the context of O2O context, especially to the Chinese customers in the online travel industry. The purpose is to contribute to theoretical development on this topic.

Method: The research is a quantitative study with deductive reasoning which was carried out by the survey. The data collection was conducted through online questionnaires.

Conclusion: The findings of this study show that all five variables (reference group influence, perceived ease-of-use, sensory experience, brand association and spatial accessibility) are positively influential to Chinese customer experience in the context of O2O business. Perceived ease-of-use and Sensory experience are the most dominant influential factors followed by the Reference group influence and Spatial accessibility. The Brand association impacts customer O2O experience least.

Place, publisher, year, edition, pages
2017. , p. 78
Keywords [en]
Online to offline; O2O; Customer experience; Statistical analysis
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-67372OAI: oai:DiVA.org:lnu-67372DiVA, id: diva2:1135430
Subject / course
Business Administration - Other
Educational program
Innovation through Business, Engineering and Design - Specialisation Business, Master Programme, 120 credits
Presentation
2017-05-30, 10:00 (English)
Supervisors
Examiners
Available from: 2017-08-25 Created: 2017-08-23 Last updated: 2017-08-31Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf