Research On The Determinates Of Consumers Acceptance Intention To O2O Business

020,the abbreviation of Online to Offline,is a new business model that combines online Internet platform with offline physical resources.Now,the traditional business areas are being expanded by big data and cloud computing technologies through this model.020 is achieving a win-win situation for both enterprises and customers with its freedom,convenience,low cost and comprehensive development.Among them,020 Internet finance,as a prominent representative of 020 business model,has realized the integration of traditional financial industry and Internet information technology,developed a new business model,and become an emerging financial development direction..How to make full use of the resource advantages and channel advantages of the Internet platform to expand offline resources becomes the key for enterprises to occupy the market share,achieve development transformation,and win sustainable survival.Therefore,Consumers' acceptance to 020,especially 020 Internet finance,can help enterprises provide users with better products and services that are more in line with their needs in a stronger interactive way,which in turn wins better consumers' loyalty.The paper defines the concept of 020 business model and 020 Internet finance,introduces the scope and current status of Internet finance and shows two 020 development model('online to offline' and 'offline to online')taking Alipay and Lacarra as examples.Based on the analysis of domestic and foreign scholars'theoretical research on acceptance behavior,this paper constructs a comprehensive research model for the determinant factors of 020 acceptance intention.It refers to the theory of planned behavior(TPB)and the technology acceptance model(TAM)as the framework,combines the advantages of multiple business models and the characteristics of 020,and introduces new variables including perceived cost,perceived risk and perception.According to this model,a questionnaire was designed and published.Using the structural equation model(SEM),an empirical study was conducted on valid samples collected from the questionnaire.The results show that(1)whether consumers accept 020 products or not is influenced by perceived usefulness,perceived usability and social impact;(2)perceived usefulness is influenced by perceived usability,perceived cost,perceived innovation,social impact and personal factors;(3)perceived cost and perceived innovation influence consumers' acceptance indirectly by affecting perceived usefulness;(4)perceived risk cannot influence consumers' acceptance significantly.Based on the empirical study,the paper proposes development and management recommendations to enterprises using the 020 business model to provide products,especially those Internet financial enterprises,and services and guides them towards better direction of innovation and transform,so that enterprises could provide products and services that better meet the needs of consumers.It in turn improves users' satisfaction and loyalty,and enhances the competitiveness of enterprises.Ultimately,an Internet business model for Chinese users could be developed.