The Study Of O2O E-Commerce Platform’s Compact On Consumer’s Final Decision

With the rapid development of Internet, O2 O e-commerce mode is gradually applied by more and more merchants, this kind of consumption patterns have also been universally accepted. With the development of market, O2 O network operators arises as professional and independent business groups at this historic moment, such as the MeiTuan website, the public comments website, and so on, they are all similar sites as the O2 O mode. Study shows, as most of the consumers’ consumption activities are happened in the store, combining with the traditional entity shop and using O2 O platform to affect consumers’ purchase decision so that the offline and online work can develop at the same time is a big deal, namely the research on the use of O2 O e-commerce platform( short as O2 O platform) has a profound.significance.As the development of e-commerce, we know more and more consumers affected by both the online environment and offline sales, there is an increasingly significance on O2 O e-commerce’s unique effection on consumers’ purchase behavior which plays an important role in the marke as a combination of trading online and offline experiences. According to relevant data show, in 2012 China O2 O market reached 98.68 billion yuan, up 75.5% from a year earlier, after a reasonable estimate the size of the market may reach 418.85 billion yuan in 2015. In November 2013, zhang near east su ning silicon valley research institute at the ceremony said: "online fusion O2 O mode is beyond the traditional entity retail management level, also transcend the traditional pure electric business platform technology limited, is a kind of brand-new, future-oriented, really suit the disruptive patterns of consumer demand, not only in China can’t find can reference samples, even in the world is difficult to find a mature model." O2 O as a kind of brand-new mode, whether at home or abroad, the standard can be used for reference, therefore, its significant effect is more worthy to study in-depth.At first, this paper researches on the related theory of O2 O marketing model, depend on real background of the rapid development of the e-commerce and O2 O e-commerce platform, in the domestic and foreign scholars about the O2 O network platform under the network environment, consumer purchase decision behavior, and the study of the theory of the consumer purchase decision factors were summarized on the basis of the analysis and comparison O2 O e-commerce network platform and the differences and relations between common e-commerce network platform, summed up the O2 O e-commerce platform’s influence on the consumer purchase decision factors, the corresponding theory knowledge and the research model, constructs the O2 O platform for the study of consumer purchase decision factors affecting the conceptual model and related variables measuring scale, and then put forward relevant assumptions and build corresponding empirical model, through the questionnaire survey data collection, using SPSS statistical software was applied to test the rationality of the assumptions, and the corresponding research results are discussed and analyzed, finally it is concluded that the O2 O operator has realistic guiding significance to the theory of marketing strategy making Suggestions.