A Research Base for purchasing decisions-Making Model: Marketing Strategy of 020 Website - A Case Study of Catering Service

摘要

This model is based on consumers' purchasing decisions, Combined with the characteristics of O2O website, Through empirical study analyzes two kinds of low-cost discounts and create a reputation O2O Online Features, the Influence on 020 Convert motivation and purchasing intention., the Influence on different degree perceived risks, and O2O conversion motives influence on O2O purchasing intention. Concluded that: different Online features Significant difference in O2O conversion motivation; under different perception of risk, two kinds of factors low-cost discounts and create a reputation Significant difference in O2O conversion motivation, Which, in the case of high perceived risks, Significant difference in the O2O conversion convert, cheap discount on attractiveness is significantly higher than to create word of mouth; O2O Convert motivation has positive correlated on O2O purchasing intention. By analyzing and summarizing these findings, we propose some targeted marketing strategy recommendations.