Research On The Factors Influencing Consumers’ Accept Behavior Of O2O Model

O2O stands for online to offline, which is also means the combination of the Internet and traditional business. Although the O2 O will be the next golden mine in the e-commerce era, but people would not access the success easily by only copy the existing O2 O model. By O2 O model companies can make almost all real products and services in a timely manner to establish contact with the help of the Internet and consumer, integrated with the speed, breadth of the spread of Internet and line massive rich products and service resources, in the future it will become the dominant business model. Hence the corporations need to know the reasons that influence the user acceptance of their O2 O services or products, and then they could stimulate users’ buying action.This research started the study from the user acceptance of the new techniques models according to the other e-commerce industry. The author constructed the O2 O user acceptance model by lending the theory of technology acceptance model, which is also based on some unique features of O2 O industry. In the end this research uses the structured equation model to analyze the collected scientifically samples. The analysis result shows that user’s adoptable action for one O2 O service or product will be influenced by their willing to use. While the user’s willing to accept or adopt will be mainly influenced by both the user’s perceived usefulness and user’s perceived ease of use. The perceived risk will also influence the user’s willing on adopting the O2 O service or product. The perceived usefulness to O2 O service or product will be influenced by user’s perceived cost and social factors. User’s perceived ease o.f use to O2 O service and product will be influenced by user’s former experience.According to the analysis result this article proposed the suggestions for those O2 O companies, to help them on improving their users’ purchase and concreting their loyalty. So that to let more users willing to buy their O2 O services or products. In all this research hope to improve the corporations’ competence by leading the O2 O company to find out the proper innovating ways, and creating the useful and durable business model.