Research On The Influence Factors Of User’s Adoption Intention In Mobile O2O Product

020 namely Online To Offline, or Offline To Online, regardless of the direction is the Offline business opportunities together with the mobile Internet, which helps offline products or services marketing online, and consumers could browse and choose the product or service online, even pay for it in advance. As the popularity of mobile intelligent terminals, as well as the further development of e-commerce, there rises new chance for new mobile 020 market further. As an emerging field of research in the field the user adoption intention of the product, to promote and expand the market, cultivating the consumer, is very meaningful.Network externality means product value rises along with the increase in the number of users. As an Internet virtual product, the influence and the value of the mobile 020 products rises with its user base, which indicates it will be obviously influenced by network externalities. As well, trust on Internet virtual product is much different from traditional industry, which could directly affects the consumers for the product to use judgment. Therefore, this article embarks from the perception of network externalities and trust, as an external factors on the technology acceptance model, the perceived usefulness and perceived ease of use as a intervening variable, study them for the influence of user adoption intention.This article first introduces the mobile 020 industry development present situation and future prospects, then detailed review of the technology to accept and adopt several classical models of the model, network externalities, and trust in mobile e-commerce related literature and research, and on the basis of the research network externalities are divided into direct perception network externalities and indirect network externalities, compatibility with aware of use and the number of scale as a representative of the measurable and the design of the questionnaire, and put forward the network externalities and trust together, at the same time through the perceived usefulness and perceived ease of use indirect influence user adoption intention of theoretical model and related assumptions. Combined with expert interviews and user research, to modify the scale, finally obtained the related research of variable scale and obtained the final formal questionnaire for large-scale sampling. After questionnaire distributed through online channels, data acquisition using SPSS 20.0 software is analyzed, and according to the results of statistical analysis, the theoretical model of this article and assumptions are verified, basic draws the following conclusion:1. Consumer perception of the network externalities of two dimensions of perceived ease of use, perceived usefulness, each have positive significant impact, including perceived compatibility for influence on perceived ease of use, perceived usefulness, and perceived use number has little effect;2. Trust of perceived usefulness, perceived ease of use have obvious positive effect, but has little effect on perception network externalities;3. Consumers’ perceived usefulness in aware of number of use, compatibility, trust, impact on the adoption of the will of the partial intermediary role; Consumers’ perceived ease of use in perception using the number of the impact on the adoption intention completely intermediary role; Consumers’ perceptions of compatibility, perceived ease of use in trust to adopt will affect the partial intermediary role.With the mpirical analysis about the Model, according to research in this paper, influence on mobile 020 industry products adopt intend to explore mechanism, wish it will provide advices for companies on mobile 020 products.