O2O is the subversion and innovation to the traditional electronic commerce, which rapidly develops in the recent years. However, the application of O2O lacks theory support. Therefore, from the perspective of online payment, the influencing factors system of consumer online payment decision-making is put forward. An empirical analysis is adopted of consumer online payment decision-making in O2O mode. Then, the social network analysis is adopted to establish the influencing factors community relationship model of consumer online payment decision-making in O2O mode. The sub-graph of the multi-dimension factors community relationship and the consumer online payment decision-making behavior patterns are extracted by mining and refining of the community relationship model. It is indicated that in comparison with the other variables, e-retailer's popularity, perceived quality of commodity and brand of commodity dominate the other multi-dimension factors. Making online payment decision, consumer synergistically considers both e-retailers' popularity and perceived quality of commodity, both brand of commodity and perceived quality of commodity, both online price of commodity and perceived quality of commodity, as well as overall balances both e-retailers' popularity and brand of commodity, both online price of commodity and brand of commodity. Finally, according to the results, the proposals of marketing strategy for online retailers in O2O mode are presented.
WANG Chong, CHEN Da-feng
. Study of Community Relationship of Multi-dimension Factors Influencing Consumer Purchase Decision-making in O2O Mode[J]. Chinese Journal of Management Science, 2019
, 27(1)
: 110
-119
.
DOI: 10.16381/j.cnki.issn1003-207x.2019.01.011
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