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传统零售企业生存和发展所面临的诸多问题和困境,加速了其转型升级。O2O电子商务作为一种新的商业模式,将成为传统零售企业未来转型发展的主要方向。零售企业采纳O2O电子商务,具有其内在行为动机并产生一定行为绩效。本文在深入剖析零售企业采纳O2O电子商务行为动机的基础上,对企业采纳行为绩效评价SCP模型进行构建,并以此分析其行为绩效。研究结果表明,零售企业采纳O2O电子商务最主要的行为绩效表现为市场需求的增加、销售规模的增长、市场空间的拓展和线上线下营销渠道的协同。
Many problems and dilemmas faced by traditional retail enterprises in their survival and development have accelerated their transformation and upgrading. As a new business model, O2O e-commerce will become the main direction for the transformation and development of traditional retail enterprises in the future. Retail adoption of O2O e-commerce retains motivation for its intrinsic behavior and produces certain behavioral performance. Based on the in-depth analysis of the motivation of retail enterprises to adopt O2O e-commerce behavior, this paper constructs SCP model of enterprise performance appraisal, and analyzes its performance. The results show that the main performance behaviors of retailers adopting O2O e-commerce are the increase of market demand, the increase of sales scale, the expansion of market space and the synergy of online and offline marketing channels.