Research On The Influence Factors Of Wine Customers’ Purchase Intention In The O2O Mode

As the development of Internet technology and the e-commerce market, the number of internet consumers is increasing,and the business sale channels begin to change.Traditional enterprises begin to set up online store; electricity suppliers online begin to found entity. The O2O mode comes into being in this business background. Data shows that the Chinese O2O market size was 56.23 billion yuan in 2011, it was expected to reach 98.68 billion yuan in 2012 with the increase of 75.5%.There was no doubt that O2O mode will develop well.The rapid development of O2O mode has attracted a growing number of enterprises and consumers.So,how to improve the willingness of consumers to purchase and the factors that influence consumer purchase intention have gradually become the hot point.In the paper, take the wine electricity providers as the example,use the methods of literature research,building a model and questionnaires to study the related literature and theory achievement of purchase intention in the O2O mode, perceived risk, user experience, trust and TAM. Based on the technology acceptance model, combined the perceived risk, the user experience and trust to form a new theoretical model.According to the new model put forward hypothesis, and then measured the variables and sub-variables.Referenced the foreign variable tables and modified the table according to the contents of this paper and the domestic consumer shopping habits.Then designed the questionnaire,distribution and collection the data. Since this paper was take the wine electricity providers as the example,the design and issuance of the questionnaire were based on the wine industry,and the questionnaire was issued both the online wine stores and the offline wine stores.Then,the data will be analyzed by descriptive statistical analysis,after that, using SPSS statistical software to test the reliability and validity,to analyzed the correlation and regression.The research was based on the O2O mode which was a new business mode,and broke the previous market O2O commercial-set. The paper took the wine electricity providers as the example to study the factors that affect the consumers’ purchase intention,and put the results into the wine industry in a new perspective,then provide recommendations for the wine electricity suppliers in O2O mode.