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

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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)

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.

Suggested Citation

  • Yilei Pei & Wanxin Xue & Yong Yang & Dandan Li & Yi Li, 2019. "The Impacts of User Experience on User Loyalty Based on O2O Innovation Platform," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 17(2), pages 79-87, April.
    • Handle: RePEc:igg:jeco00:v:17:y:2019:i:2:p:79-87
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    Cited by:

    1. Pinyi Yao & Mohamad Fazli Sabri & Syuhaily Osman & Norzalina Zainudin & Yezheng Li, 2023. "Consumers’ Continued Intention to Use Online-to-Offline (O2O) Services in Omnichannel Retail: Differences between To-Shop and To-Home Models," Sustainability, MDPI, vol. 15(2), pages 1-23, January.
    2. Mei, Qihuang & Li, Jianbin & Ursavas, Evrim & Zhu, Stuart X. & Luo, Xiaomeng, 2021. "Freight transportation planning in platform service supply chain considering carbon emissions," International Journal of Production Economics, Elsevier, vol. 240(C).
    3. Pinyi Yao & Syuhaily Osman & Mohamad Fazli Sabri & Norzalina Zainudin, 2022. "Consumer Behavior in Online-to-Offline (O2O) Commerce: A Thematic Review," Sustainability, MDPI, vol. 14(13), pages 1-24, June.

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