企業能永續經營且成功的其中關鍵因素來自於消費者的忠誠度與持續購買意圖。而近年來O2O (Online to Offline)商務網站的興起,顛覆以往的商業交易模式,並成為當前電子商務領域中熱門的研究議題。然而,近來許多O2O商務模式的相關研究,少有從消費者的心理層面進行研究。因此本研究主要目的乃是以期望確認理論的概念為基礎,結合承諾-信任理論,了解消費者在心理層面之功利與享樂價值對O2O商務網站持續使用意願之影響。 本研究利用網路問卷調查法針對O2O商務網站消費者蒐集研究資料,再以偏最小平方法(Partial Least Squares, PLS) 分析與驗證理論架構模型。研究結果顯示,所有研究假設皆成立,具有顯著之影響效果。根據研究結果建議企業若想維持消費者回流,應該瞭解消費者心中的需求與期望,當期望獲得確認,創造出符合消費者內心價值的商品或服務,則可提昇消費者對網站的滿意度、信任程度與對關係之承諾。
Consumer loyalty and continuance intention are the key factors of enterprise to keep going and success. In recent years, online to offline (O2O), a new business model, gains a lot of traction and has become a popular research issue in e-commerce studies. Recently, there is more and more related O2O research in literature. However, few studies ave been reported concerning the psychological level of consumers. This study aims to understand the effect of consumers' perceived utilitarian and hedonic value to their continuance use intention toward O2O website based on expectation confirmation theory and commitment-trust theory. The questionnaire survey method was applied to collect research data from whom has ever used O2O website. Collected data were analyzed by using the Partial least squares method to examine all research hypotheses. The results have several implications for enterprises which want to increase customer retention.