RESEARCH ON ACCEPTANCE FACTORS OF O2O APPLICATION

Abstract

O2O is a new e-commerce model that combines online consumption and offline enjoyment services. The model promotes his services and products online, while using online means to complete payments. Offline is the way users experience and enjoy services and products. O2O allows almost all real-life products and services to communicate with customers in real time through the network. It integrates the powerful connectivity of the Internet and the rich product and service resources under the line. In the future, O2O will become the mainstream business model. To develop the O2O model, it is urgent to know the key factors that affect users' acceptance of products and services under the O2O e-commerce model. As a breakthrough, they will attract users to accept this emerging e-commerce model more quickly and deeply, and enable users to accept and use relevant products and services.

This paper attempts to grasp the basic characteristics and problems of O2O through the understanding and research of O2O e-commerce model. Based on the theoretical research of predecessors' users, this paper extracts the key influencing factors accepted by users of O2O e-commerce model. Exploring the interrelationship between various factors and building a user acceptance model for O2O e-commerce model. In the empirical research, through the design and distribution of the questionnaire, we obtained the data of the dizziness of these influencing factors. After the analysis of the professional data analysis software, the user acceptance model of the O2O e-commerce model was verified. The main content of this chapter is based on the results of previous data analysis, and puts forward some feasible suggestions for the development of O2O, summarizing the problems and solutions that should be paid attention to during development.