The Impact of O2O on Store Operation Model and Consumption Behavior—A Case Study of POS APP

The O2O business model is not only a consumption model, but also a new operation model. In the new retail era, what use considerations, function considerations and use benefits will online store POS and traditional hardware POS bring to physical stores applying the O2O model? Therefore, this study takes online store POS and traditional hardware POS as the research scope to investigate the use motivation, perceived value and use satisfaction of POS App. For the purpose of this study, a questionnaire survey was used. A total of 400 copies of the questionnaire were distributed and 400 valid copies were recovered. The valid recovery rate of the questionnaire was 100.0%. SPSS software was used for data statistics and analysis. The results show that: (1) POS App's "use motivation" has a direct and significant impact on "perceived value"; (2) POS App's "use motivation" has a direct and significant impact on "use satisfaction"; (3) POS App's "perceived value" has a direct and significant impact on "use satisfaction". It is hoped that the conclusions and suggestions provided in this study can be used as marketing adjustment strategies for physical stores when they implement O2O, so that the application of strategies can be more accurate and meets the needs of target customers. Introduction In addition to providing the goods required by customers, physical stores must also provide different services according to their different requirements, and must also understand the needs of customers' working environment and wearing habits, so that customers can have meticulous services. From the perspective of customers, the process of using creativity to improve services must create new values of services, as well as double guarantees of brand and quality. However, for consumers, non-customer loyalty and one-time consumption account for 85% of the total consumption. How to create customer value, customer loyalty and repeat purchase rate are the issues to be discussed in this paper. The motivation of this study is to feel the growing trend in cloud technology, e-commerce, mobile commerce, local economy, e-wallet, and serial services, and to see many physical stores continue to invest in serial services, mobile payment and other cross-industry cooperation, coupled with the popularity of modern smart phones and tablets which has also created unlimited business opportunities for many websites and applications and brought unlimited possibilities to many industries and business. O2O (Offline to Online) is a newly emerging mobile business model in recent years. The main consumption pattern is that "consumers enjoy services or obtain goods in physical stores, but pay for them on the Internet". The main motivation of this paper is to discuss the use intention of O2O from the perspective of consumption value through the study on the application of O2O business model in physical stores. The purpose of this study is as follows: