Earticle

In People used mobile devices more than PCs to get online in 2014, the first time that has ever happened, and nearly two out of three shoppers use at least one device to reach, interact and purchase while shopping (CNN Money 2014). 47% of consumers confirm they use their smart phones to see location-specific messages, search for prices on local stores they want to visit, and want retailers to send coupons to their devices when they are in or near the store (Cisco Blogs 2014). With ubiquitous mobile access, consumers increasingly expect retailers to provide them with the ability to conduct their pre-purchase, purchase and post purchase activities in whatever retail channel is most convenient for them (Oh & Teo 2010), and O2O application can be the best solution to satisfy consumers’ the above expectations with whole information processing stages and seamless service engagement. When we use O2O services, what factors affect our choice? Cheap price or useful information? Previous research on O2O acceptance described these factors as quality of service or price or as interesting. This research will combine the characteristics of O2O, build customer repurchase intention model which based on the theory of motivation model. The related factors of the model including the cost saving, entertainment, interaction, social influence, perceived usefulness, perceived enjoyment. The purpose of this study is to identify the factors that influence consumer re-use and to explore the impact of trust on re-use on O2O food servers. For achieving this purpose, we make a prospective research and suggest research model.

People used mobile devices more than PCs to get online in 2014, the first time that has ever happened, and nearly two out of three shoppers use at least one device to reach, interact and purchase while shopping (CNN Money 2014). 47% of consumers confirm they use their smart phones to see location-specific messages, search for prices on local stores they want to visit, and want retailers to send coupons to their devices when they are in or near the store (Cisco Blogs 2014). When we use O2O services, what factors affect our choice? Cheap price or useful information? Previous research on O2O acceptance described these factors as quality of service or price or as interesting. This research will combine the characteristics of O2O, build customer repurchase intention model that based on the theory of motivation model. The related factors of the model including the convenience, interaction, perceived usefulness, and perceived enjoyment. The purpose of this study is to identify the factors that influence consumer re-use on O2O servers. For achieving this purpose, we make a prospective research and suggest research model.