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.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-67372 |
| Date | January 2017 |
| Creators | Yang, Ye |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring (MF) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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