基于精细加工可能性模型的白酒即时零售自营平台消费者使用意愿OA

In order to explore the influence mechanism between consumers'perception process of marketing information of Baijiu instant retail self-operated platform and their willingness to use,a conceptual model of consumers'willingness to use Baijiu instant retail self-operated platform was constructed based on the elaboration likelihood model(ELM).The influence mechanism of each variable on consumers'willingness to use was tested using regression analysis and Bootstrap method.The results showed that the service quality,brand image and social impact of Baijiu instant retail self-operated platform had a significant positive impact on consumers'willingness to use,while the impact of information quality and price competitiveness on consumers'willingness to use was not significant.Perceived credibility had a significant mediating effect between information quality,price competitiveness,brand image,social influence and consumers'willingness to use,but there was no mediating effect between service quality and consumers'willingness to use.The research conclusion was helpful for Baijiu instant retail platform to understand consumers'decision-making focus and optimize their resource input.