Research on Community Fresh O2O Purchase Intention Based on Customer Perceived Value

• 作者: Lixing Zhou
• 来源期刊: 商业经济研究(百图)
• 学科: 经济
• 关键词: Customer perceived value Community fresh O2O Purchase intention ATTITUDE
• 年，卷（期）: syjjyjbt_2020,（5）
• 页码范围: 52-56
• 页数: 5页
• 分类号: F72

摘要

Based on the theory of customer perceived value,this paper makes an empirical analysis on the purchase intention of community fresh O2O,and proposes the customer perceived value concept including result,program,service,social and emotional value.At the same time,the intermediary variable of consumption attitude is put forward and the theoretical model constructed.It is verified that perceived value significantly influences purchase intention and consumption attitude,and plays an intermediary role between them by regression analysis method.This detailed study on the mechanism of perceived value influencing purchase intention through consumption attitude is of great guidance value.