Research On The Factors Influencing The Acceptance Of O2O Users In Business Circle

O2O e-commerce model is to combine the Internet online resources and the store offline resources effectively. Then provide better user experiences for consumers and enhance the consumer’s stickiness to the goods and services of the enterprise. And then improve the share and the enterprise’ profits of productsor services.Traditional area of the market share eroded by the electricity supplier, the growth rate of total net sales slowed down, the2014 mobile terminal for the first time exceeded the number of computer terminals.Which provides a good environment to the rise and development of business circle O2 O.With business circle O2 O model having the valid of mobile Internet importing the next line merch ants,andopening membership system between the various businesses. As the same time depict the electronic properties of members according to the member’s purchas e history, in order to precision marketing. So companies want to borrow O2 O related to rapid accumulation of the potential users, improve stickiness and corporate profits,you need to clear influence user acceptance of the product or service business circle O2 O key factors to provide their competitiveness in the mobile Internet wave.This article have a summary of the technology acceptance model, and finally select the most appropriate model for this research topic-UTAUT(Integrated Technology Acceptance Model) for the base model of this paper. On the basis of the model, according to the business circle O2 O features, rich base model. From the perception business circle O2 O service or product perspective, the introduction of individual creativity, perceived risk, moving convenience, perceived entertainment as an external variable, the base model of the business circle O2 O user acceptance will be improved, the hypothesis put forward in this paper. Then ask Scale past academic preparation items, based on the combined business circle O2 O product or service background of the model 8 variable operational definition, completed questionnaires Scale Development and investigation. After screening questionnaire to obtain data on the use of a questionnaire with stability SPSS19.0 software reliability analysis, using questionnaire validity test to analyze the using software LISREL8.7 and structural equation modeling method to test the fitness of the model. At last on the basis of the path analysis of hypotheses, analyzed the final results.The results show that: the perceived risk of the external variables affecting user acceptance business circle O2 O products or services is not significant. The remaining six variables influence the user to accept the business circle O2 O products or services significantly. The factor between Mobile convenience, efforts expectations, personal factors and innovative use of willingness is 0.30-0.39, is relatively small; Performance expectations and social impact factors affect the use of willingness among 0.40-0.49; Perception entertainment factors affecting the use of willingness has reached to 0.56; Efforts expectations have a relatively large impact on the performance expectations, Influence coefficient ran up to 0.82. Based on the above findings, the article on enterprise development business circle O2 O products or services made recommendations to guide enterprises to choose the right direction of innovation, enhance the competitiveness of enterprises.