A Study On The Influencing Factors Of User Acceptance Behavior In O2O Mode

With the rapid development of Internet, the localization of electronic commerce, between online and offline business contact more closely, O2 O as a new mode of electronic commerce has received more and more attention. In 2010 China had a large number of sites on the model as the foundation, but in four years time, there are a lot of site close, there are some websites still tenaciously survive, and even some get good business. Enterprises need to know the key factors affect the user acceptance of products and services of the O2 O e-commerce mode, as a breakthrough point, enhance company competition ability.According to this,analysis of influencing factors in this paper,from the study of how the user acceptance of the new mode of Technology,referencing to the existing industry technology acceptance model,in the basis of the unique O2 O factors,building a new model of user acceptance model influencing factors, through the data acquisition for the scientific research of the samples by structural equation analysis, the key factors that influence the user acceptance of O2 O e-commerce model, and then put forward some suggestions to the enterprises.