Research On Some Key Issues Of Mobile O2O Commerce

The rapid development of information technology, promotes the reinvention of the Internet to the traditional industries. The combination of the traditional industries with the Internet, produces a new Internet business model, that is, Online to Offline (O2O) commerce. And the mobile 020 commerce applications of life service which based on mobile terminal become the most rapidly developed and widely used applications in 020 commerce at present, and get widely attention.As the buyer and seller of the mobile 020 commerce, the adoptions of the customers and offline services providers of mobile 020 commerce are the important factors that influence the development of mobile 020 commerce. And the distribution and transmission of the value between the participating entities in the mobile 020 commerce, have important influence on the participation enthusiasm of each participant. Therefore, the research of users’adoption behavior of mobile 020 commerce, and value distribution and delivery mechanism of it, has important theoretical significance and practical significance. Combining the theoretical analysis with the empirical research, take the mobile 020 commerce of life service for instance, the mobile 020 commerce was studied in this dissertation, the main contents and conclusions as follows.(1) Based on the literature reviews, this dissertation analyzed the definition, classifications, advantages of the 020 commerce, and the features of it differ from other patterns of e-commerce, and further gave the definition of mobile 020 commerce, based on the analyses of the features of the 020 commerce in the mobile environment. In addition, the development status and research status of 020 commerce at home and abroad were summarized.(2) Based on the analyses on the characteristics of the role of the consumer, taking the decomposed theory of planned behavior as the basic model, and taking trust, context-aware, perceived value as the influence factors of behavioral attitude, a consumer adoption model of the mobile 020 commerce was constructed, and the consumer adoption behaviors of the mobile 020 commerce of life service were analyzed. The empirical results show that:a) the subjective norm, perceived behavioral control, and behavioral attitude have significant positive influence on consumer behavioral intention to use the mobile 020 commerce. But differ from the result that the influence of the perceived behavioral control on the behavioral intention is greater than the behavioral attitude in many former researches on mobile commerce consumer adoption, under the current environment of the mobile 020 commerce, the influence of the behavioral attitude is greater than the perceived behavioral control; b) the perceived value has greater influence on the consumer’s attitude toward using mobile 020 commerce than the trust of service provider and the user’s context-aware; c) among the three components of the consumer’s perceived value, the emotion and social value has more influence on their total perceived value versus the convenience value and economic value; d) the trust in technologies has no direct influence on user’s behavioral attitude, but has influence on the trust in the service providers, and then indirectly influence the user’s attitude. Finally, based on the analysis and discussion of the empirical results, some specific comments and suggestions were given to each participants of the mobile 020 Commerce.(3) Based on the analyses on the features of offline merchant, based on Task-Technology Fit Theory, Technology Adoption Model and Innovation Diffusion Theory, added three dimensions of network externality, perceived cost and perceived risk, an adoption model of mobile 020 commerce offline merchant was constructed, and taking the e-Hail taxi APP for instance, the critical factors that influence the offline merchant to adopt the mobile 020 commerce is analyzed. The empirical results show that:a) the factors (task-technology fit, perceived usefulness, trialability, observability, compatibility, perceived risk) have significant positive influence on the behavioral intention of offline merchant to adopt the mobile 020 commerce; b) differ from the result of many existing research that the perceived ease of use has direct influence on the user’s behavioral intention, in the research case of this dissertation, the perceived ease of use has no direct influence on the behavioral intention of the offline merchants, but has indirect influence on it through the perceived usefulness; c) benefit from the subsidies of the mobile 020 commerce operator to the user, perceived cost has no significant influence on the behavioral intention of the offline merchant. Finally, based on the analysis and discussion of the empirical results, some specific comments and suggestions were given to the mobile O2O Commerce operators.(4) Through the analyses on the income and spending patterns of all participants in mobile 020 commerce, a value chain model of mobile 020 commerce was built, and the value distribution and delivery mechanism of the mobile 020 commerce were analyzed. Then, take the e-Hail taxi APP for instance, the three key participants of the mobile 020 commerce were analyzed using the Game theory from three aspects respectively that whether the mobile 020 commerce service provider provide subsidy to the offline merchants, whether the mobile 020 commerce service provider charge the customer for information services fee, and what subsidies the mobile 020 commerce service providers adopt, and the strategy selections of the mobile 020 commerce service provider in different situations were analyzed.Differ from many existing researches of the user adoption of mobile commerce that only analyze the consumers, in this dissertation, the users were divided into buyer and seller according to the different role and task characteristics of the consumers and the merchants, and different analytical models were present respectively. Therefore the research results have much pertinence, and have important references to the development and promotion of the mobile 020 commerce applications. The main innovations of this dissertation are as follows:a) a consumer adoption model of the mobile 020 commerce based on DTPB was proposed, and some new characteristics of the consumer adoption behavior in the environment of mobile 020 commerce were found, such as the influence of the behavioral attitude on the behavioral intention is greater than the perceived behavioral control, the trust in technologies has no direct influence on user’s behavioral attitude, and so on; b) an adoption model of mobile 020 commerce offline merchant was proposed, and some key factors that affect the offline merchant adoption of the mobile 020 commerce were found; c) a value chain model of mobile 020 commerce was built, and the value distribution and delivery mechanism of the mobile 020 commerce were analyzed. Through the game analysis of the three key participants of mobile 020 commerce, some strategies adopted by the service operator of mobile 020 commerce in the process of application and promotion were explained in theory.