Study On Impact Factors Of Wine Sales' Adoption For O2O E-commerce,Based On The TOE Framework

In GuiZhou province,the wine is a traditi onal advantaged industry,it is also a vital economic support of this province.Howe ver,as the plasticizer incidents and the limitation of Three Pu blic Consumption ha ve generated m any negative ef fects on wine industry since 2012,its 10-year golden-time development ended,this previously advantaged industry heading into a cold winter on its way to developing.Hence,many wine enterprises search for new ways to survive and develop,trying to m ake a combination between trad itional wine ente rprises and E-commerce business.E-commerce businesses will repla ce the tr aditional sales,and the rep lacement is irreversible.Also,E-co mmerce businesses h ave a poten tial to help c ompanies to reform their conventional developm ent strategies,to tota lly change their managements and development patterns,to strengthen now available advantages and to exploit new m arkets.The O2 O E-busine ss can especially com bine online virtual economy with the of fline substantial economy,offering new chances for Qian wine industry to develop and transform.With the O2 O E-comm erce model is wide ly used f or enterprises,consumers provided more choices,enriched the ente rprise market environment How to hel p enterprises to adopt the O2 O E-commerce pa ttern also proves to be a focus in the academic circles.Tho ugh the O2 O E-co mmerce pattern posse sses a series of advantages like tigh t connection with cu stomers,whether these advantages can succeed depends on how enterprises adopt and use this newly-fashionable business pattern.At present,the O2 O E-commerce pattern com bined online a nd offline has been developed well in many industries except the wine industry in Guizhou.In such a industry background,this paper selects th e Qian wine as study object,studying the O2 O E-commerce pattern adoption in Qian wine industry com prehensively and systematically in order to of fer some theoretical supports and practical introductions to help the wine industry in Guizhou even the whole nation to break through the development bottleneck constrains.This paper comprehensively teases the home and abroad researches on this domain,based on now available research achievements.It also comprehensively analyzes the adoption of O2 O E-commerce in Guizhou wine industry,taking TOE and TAM as its main methods.Primarily,this paper takes the factors which influence the adoption of O2 O E-c ommerce in wine industry as study objects,establishes theoretical research models and come up with relev ant assumptions from the three aspects-technique,organization and circum stance.Next,it designs questionnaires according to theoretical research m odels,then attains data from wine enterprises in Guizhou province.In virtue of SPSS19.0,we an alyze descriptive statistics,reliability and validity,exploratory factors and confirmatory factors.The result shows that the survey data mainly match the practical situations,with high reliability and validity.Additionally,in order to verify theoretical research models and relevant assumptions,this paper p ractically analyzes the imp acts on the adoption s of O2 O E-comm erce pattern.The study result shows,9 in the 10 assumptions prove to be true,except the one that technique is advant ageous.Finally,we come up with relevant advice and tactics about how the wine industry in Guizhou adopt the O2 O E-commerce.