The Ethical Review Of O2O Business Model

In recent years O2 O business model was develop rapidly, completely changed people’s life style and the way of thinking, created a new economy operation mode. China’s O2 O industry is developing rapidly. On the one hand in 2014 China’s citizen reached 5.6 million, has laid a solid foundation for the O2 O format, on the other hand, in 2014 the overall penetration rate of O2 O industry in China is only 4.5%, the market space is broad.The development of O2 O business model including medical, catering, real estate, travel, automotive, education, finance and other industries. This new business model can make the online and offline business combined together, constantly meet the growing consumer demand. In O2 O business model the regional market get a huge market competitiveness by providing the personalized communication, products and services.The rapid development of O2 O business model make the desktop Internet era change to the mobile Internet era, overcome many issues in the traditional e-commerce, for example in traditional e-commerce, consumers can not buy products or services use sensory contact, only can make an imagination through the graphic and text description, thus will produce a lot of problem.There still got the other issues in traditional e-commerce model, like after consumer make payment, before they get the product there will generate the time and space break point, also including the after sales problem. O2 O business model can effectively avoid the ethical issues in traditional e-commerce transactions due to the existence of offline experience and online shopping. However, as long as the activities is participated by humans there will generate problems, the same as the O2 O business model.These ethical risks can become the bottleneck of restricting the development of O2 O business model if we cannot avoid it effectively. In this article, there is a comparison between traditional e-commerce and O2 O e-commerce, also analysis the ethical issues of the traditional e-commerce and the significance of O2 O business model, as well as the ethical risks there still exist. The purpose is to make the O2 O business model continue developing its ethical significance and effectively circumvent the ethical risk through a series of means, so that the O2 O business model can develop in a healthy and sustainable way.First of all, this paper discusses the topic origin and the research goal and the significance: through comparison of o2 o business model development present situation and traditional electronic commerce mode, from the perspective of information channels, product distribution and customer experience of o2 o business model and the traditional model of e-commerce compared. From the perspective of ethics analysis of the similarities and differences and o2 o business model of ethical significance.Secondly, this paper expounds the ethical status quo of the development of e-commerce ethics and O2 O business model. Based on the concept and development of e-commerce ethics. At the same time, it discusses the moral status of the development of O2 O business model and the inevitability of the development of O2 O business model in the perspective of ethics.Finally, O2 O business model and technology level of development to far more than in the ethical aspects of the perfect, so this business model still exist some ethical risks and ethical dilemmas, including issues of business integrity, awareness and experience conflict and to develop the line consumption anti O2 O business model behavior. To make this kind of business model healthy development, we must consider the ethical factors in the design of the platform. And the need to improve the O2 O business model credit system, while strengthening the business and consumer levels of moral education, to create a civilized consumer O2 O business environment.