The Impacts of User Experience on User Loyalty Based on O2O Innovation Platform

Yilei Pei, Wanxin Xue, Yong Yang, Dandan Li and Yi Li
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Yilei Pei: Management College, Beijing Union University and Business School, Central University of Finance and Economics, Beijing, China
Wanxin Xue: Management College, Beijing Union University, Beijing, China
Yong Yang: Teachers' College, Beijing Union University, Beijing, China
Dandan Li: Management College, Beijing Union University, Beijing, China
Yi Li: Management College, Beijing Union University, Beijing, China

Journal of Electronic Commerce in Organizations (JECO), 2019, vol. 17, issue 2, 79-87

Abstract: In the age of the experience economy, the rapid development of O2O platform makes the study on user experience become important. Based on technology acceptance model (TAM), this article discusses user loyalty from the perspective of user experience; introduces user satisfaction; develops the structure model of relationships between user experience and user loyalty based on O2O innovation platform; uses structural equation model (SEM) and verifies the theoretical hypothesis through the questionnaire of 201 O2O platform users. The study finds that the usefulness and ease of use of O2O platform interact with each other, the usefulness and ease of use of O2O platform have a significant positive impact on user experience. This in turn leads to the user experience of O2O platform has a significant positive impact on user satisfaction, and user satisfaction of the O2O platform has a significant positive impact on user loyalty. The conclusions reveal the effect mechanism between user experience and user loyalty based on O2O innovation platform.

Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jeco00:v:17:y:2019:i:2:p:79-87

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