O2O垃圾分类的用户体验中口碑传播的影响机制研究

本文采用S-0-R模型，基于O2O模式下的生活垃圾分类调查对象的反馈结果，对用户体验与口碑传播的影响机制进行统计分析。由最终分析成果可以得出，当将消费选择作为中介变量时，垃圾分类中的用户体验对口碑传播有显著的正向影响，同时为了助力于实现垃圾的减量化和资源化，文章提出了在垃圾源头分类中用户的选择体验和社会体验提升在系统中的重要性，提升垃圾围城和资源浪费问题的解决效率。

A study on the impact mechanism of word of mouth in the user experience of O2O garbage classification

Using S-O-R model,the paper based on O2O(Online To Offline)model of living garbage classification from the feedback result of investigation, analyze the mechanism of the user experience and word-of-mouth intension.The results show that in the model of living garbage classification which chooses consumer consumption as intermediary variable,user experience has a significant positive influence on word-of-mouth intension and puts forward the importance of consumer choice and social experience to upgrade the source of garbage classification system. Then ultimately waste reduction and recycling as well as garbage siege and waste of research can be achieved.