关键词: O2O电子商务, 　服务过程, 　用户动机, 　分解优化

Abstract: O2O e-commerce model combined the Online and Offline platform effectively and realized the common value creation. However, the problems of seriously homogeneous, uncontrolled service quality and lower customer loyalty in the service process have seriously affected the development and progress of O2O e-commerce. Therefore, this paper analyzes the decomposition of O2O e-commerce service process from three aspects including the acceptance motivation, consumption motivation and user generated content motivation. Then it proposes the methods of optimizing the O2O e-commerce service process based on user motivation. And we hope that the work can provide theoretical reference for the improvement of O2O existing problems.

Key words: O2O e-commerce, 　Service process, 　User motivation, 　Decomposition and optimization